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The Ghost of iVillage: A $24M Zombie Brand
How a legacy women's portal became a silent revenue generator for NBCUniversal
iVillage.com is a digital ghost—once a $100M+ women's media empire, now a $24M revenue engine quietly redirecting traffic to NBC's TODAY Show. The domain still exists, but the brand is dead.
"iVillage isn't a media company anymore—it's a redirect strategy with a balance sheet."
The Zombie Audience
With only 745 monthly visits, iVillage.com is a digital ghost town. But the $24M revenue tells a different story: this isn't a traffic play—it's a brand asset being milked for SEO equity and legacy backlinks. The real action happens on TODAY.com, where NBCUniversal funnels the brand's residual value.
The Acquisition Playbook
iVillage was acquired by NBCUniversal in 2006 for $600M, a peak bubble-era move. Today, the strategy is defensive: keep the domain alive to prevent competitors from snapping it up, while quietly redirecting its authority to TODAY.com. The 117 employees aren't building iVillage—they're maintaining a redirect infrastructure.
The tech stack reveals the truth: Tailwind CSS, Bootstrap, and Ant Design suggest a modern rebuild, but the traffic numbers (745 visits/month) prove it's a shell. The domain is a placeholder, a digital tombstone for the early-2000s women's web portal era. Meanwhile, the social profiles (@todayshow on TikTok, Twitter, Instagram) show where the real brand energy lives.
- Domain authority exists, but traffic is negligible
- Revenue flows to NBCUniversal's bottom line, not iVillage
- The brand is dead, but the URL is a strategic asset
- 117 employees maintain a redirect, not a media company
iVillage is a $24M zombie
For founders and investors: this is what happens when a media brand becomes a redirect strategy. The revenue is real, but the company is dead.
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Find the latest tips, advice, news stories and videos from the TODAY Show on NBC.
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ivillage.com uses 22 technologies across their website including Font Awesome, Google Fonts, PHP, Contentful, Framer, and more.
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PHP
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OneTrust
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ivillage.com receives approximately 745 monthly visitors. The website has a bounce rate of 68% with visitors viewing an average of 1.3 pages per visit. Users spend an average of 0:03 on the site.
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