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Rolling Stones Rocker Creates Green Lifestyle Portal

July 10, 2010

I had never heard of Chuck Leavell, but he’s the longtime keyboard player for the Rolling Stones (and, before that, The Allman Brothers). He also is founder of a popular lifestyle website for the environmentally attuned – Mother Nature Network.

Easy on the eyes, offering bite-sized morsels of news and information on all matters Green, I don’t much like Mother Nature Network. The site lacks substance and focus. It feels like People Magazine or Politico – nothing sticks. Like those publications, however, it is enormously popular, with 20 million page views in May.

Funded by $10 million raised in less than 48 hours through well-connected business partner Joel Babbitt, Mother Nature Network views WebMD as a model, but I don’t see much resemblance between the two sites. WebMD permits targeted research and self-education on medical topics. It is database and fact-driven. WebMD helps you answer questions. Mother Nature Network lacks any serious data and information foundation, is not easy to navigate, and provides only limited – if any – ability to ask questions easily and find answers quickly.

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