A recent NYTimes article summarizes a new venture between Proctor & Gamble and NBC Universal that seeks to connect “pet people”. Petside.com is a web portal that includes pet related articles, videos, chatrooms, and, of course, advertising. The companies plan to share ad revenue.

What we find so encouraging about this joint venture is that the two firms are embracing content consolidation. Someone recognized that there was quite a lot of pet related content on the web, but that it was very fragmented. Petside.com is a way of gathering related content in one place. Companies should be looking for ways to “organize” the internet to better serve customers.