Caring.com announced today it will provide content about caregiving to the New York Times niche effort aimed at Baby Boomers.
The Times recently announced its creation of "Your Guide to Better Living" as a way to connect Boomers with information about issues of important to an aging generation.
The content will be provided through a quarterly magazine and through the BetterLiving.com web site.
Caring.com said its part is to provide content for the magazine and a searchable database for the web site.
"Visitors to BetterLiving.com will be able to search by geography through a co-branded senior living directory that includes more than 100,000 nationwide providers, including independent living, assisted living, and in-home care, thus accessing a powerful tool for caregivers," Caring.com said in a statement today.
"In addition, select editorial content from Caring.com will be available throughout the site, delivering in-depth and informational articles and analyses of issues affecting caregivers and seniors today. The Caring.com eldercare services directory will also be available on 14 New York Times Company Regional Media Group newspaper websites."
Many Baby Boomers face caregiving issues with older parents and often need resources on where to turn for help and answers to questions.
The New York Times said it chose Caring.com as a partner "because it offers the best and most comprehensive senior content and directory available," adding, "Our new site is designed to be a leading destination for active boomers, and understanding that many in this demographic are transitioning into caregiving roles, it was vital that we have the best resources available to them."
Said Andy Cohen, co-founder and CEO of Caring.com. "We see newspaper site visitors as a prime audience for caregiving content and tools and are pleased to be able to offer a co-branded experience that will allow the Times Company to better monetize the opportunity."
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