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]
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
