Mother Nature Network

Mother Nature Network (mnn.com) was a news and information website focused on sustainability and ranked by Alexa Internet as the most visited for-profit website in the world in its environmental category.[1] It was labeled "the green CNN" by Time magazine,[2] "green machine" by the Associated Press,[3] and "best of the breed" by Fast Company.[4] Founded in 2009 by former marketing executive Joel Babbit and Rolling Stones keyboardist Chuck Leavell, it was the flagship property of Narrative Content Group, whose equity partners included CNN and Discovery Inc.[5]

Mother Nature Network
Type of site
News and information related to sustainability and responsible living
Available inEnglish
Headquarters
Atlanta
Created byJoel Babbit & Chuck Leavell
IndustryMedia
URLmnn.com
Launched2009
Current statusActive

MNN generated revenue via exclusive content category sponsorships versus the traditional advertising model utilized by most websites.[6] Brand partners included Walmart, Mercedes-Benz, AT&T, Johnson & Johnson, Coca-Cola, UPS, Allstate, Dell, Subway, MillerCoors, Bayer, Dunkin' Brands, and many other leading corporations.[1] In February of 2020, Narrative sold Mother Nature Network and Treehugger, another of its sustainability focused websites acquired from Discovery, to digital media company Dotdash, an operating business of IAC (NASDAQ: IAC).[7] The two sites were then merged and operate under the Treehugger name.[8]

Content

It covered a wide range of topics beyond traditional "green" issues – including family, pets, travel, health, home, and food.[9][10]

Board of directors and advisors
  • Joel Babbit, CEO of Narrative Content Group and Mother Nature Network
  • Thomas Bell Jr., Chairman of Mesa Capital Partners (former Chairman and CEO of Young & Rubicam and Chairman of U.S. Chamber of Commerce)
  • Gerald Benjamin, Co-founder and Managing Partner of Atlanta Equity (former Vice Chairman of GreenSky)
  • A.D. "Pete" Correll, Co-founder and Chairman of Atlanta Equity (former Chairman and CEO of Georgia-Pacific Corporation)
  • Doug Hertz, CEO of United Distributors Inc. and Partner in the Atlanta Falcons
  • Chuck Leavell, Keyboardist for the Rolling Stones
  • James D. Robinson III, Co-founder and General Partner of RRE Ventures, LLC (former Chairman and CEO of American Express)
  • Fred Seegal, Vice Chairman of Peter J. Solomon Company (former President of Wasserstein Perella)

Nonprofit partners

MNN worked with a wide range of nonprofit organizations, including:

References
  1. "Portfolio: Mother Nature Network". Narrative Content Group. Retrieved March 24, 2023.
  2. "Introducing MNN, the New 'Green CNN'". Time. Retrieved March 24, 2023.
  3. "New Mother Nature Network aims to be green machine". Associated Press. Retrieved March 24, 2023.
  4. "Mother Nature Network: Online Media Finally Catches up to Sustainability Needs". Fast Company. Retrieved March 24, 2023.
  5. "MNN.com Analytics" SimilarWeb. Retrieved 2015-08-02.
  6. "This Company Broke the Online Ad Model for Fun and Profit". inc. Retrieved March 24, 2023.
  7. "Exclusive: Dotdash acquires another 2 publishers". Axios. Retrieved March 24, 2023.
  8. "About Us: Our History". Treehugger. Retrieved March 24, 2023.
  9. "Has Mother Nature found key to Web success?," USA Today (2012-12-24)
  10. "Mother Nature becomes a dot-com," The Atlanta Journal-Constitution (2008-07-20)
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