Disney Closing Down IdealBite, As Expected; Merging Into Family.com
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Less than 20 months after acquiring IdealBite for $20 million, the Walt Disney Co. (NYSE: DIS) is folding it into Family.com, and putting the IdealBite e-mail edition and the website will go on “indefinite hiatus,” according to an internal e-mail we got earlier today (also received by MediaMemo). We reported in October that Disney was evaluating options for the site and some possible site layoffs; now the decision has been made to fold the site into Disney’s bigger Family.com site, which focuses on women, and expand the “Go Green” section of its site. Most of the IdealBite staff is likely being laid off by Dec 9th, as we reported earlier, though cofounders Heather Stephenson and Jennifer Boulden, who started the company in 2005, and signed three-year contracts in 2008, will likely continue, though we’re not sure how long.
SEE ALSO: Disney Moving $20 Million Acquisition Ideal Bite Into Interactive; Laying Off Staff?
Ideal Bite, which was supposed to be Disney’s answer to DailyCandy (both funded by Pittman Group, initially), which ironically is also scaling back some of its city editions, as we reported earlier yesterday.
The e-mail memo, pasted below:
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Dear Biters:
For the past 5 years, Ideal Bite has helped make “light green” a way of life, leading to many meaningful changes. Together we’ve made the switch to organic food, CFL light bulbs, reusable water bottles, and paraben-free shampoos, and have inspired others to follow our lead.
Those small changes really have added up and have helped push green to the mainstream. As you’ve probably noticed, lately, our Ideal Bite guides, tips, and other content have become more family and home focused. And now, as part of the Walt Disney family of companies, it makes sense for us to join the Disney website Family.com, which focuses on women and moms, and is expanding the Go Green section of its site.
What does that mean for you? Starting next week, all Ideal Bite email editions and the website will go on indefinite hiatus as Family.com readies new ways to serve you Biters - through email, website, mobile, and video content. In the meantime, keep checking Family.com’s Go Green section for content and updates.
Thanks for Biting with us over these past years. We’ve had a blast sharing our tips with you all, and we look forward to downing a virtual glass of biodynamic wine with you in the future.
Until then, as always, Happy Biting,
The Ideal Bite Team
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