BabyCenter and Federated Media Launch the BabyCenter Parenting Federation, Bringing Together Web’s Leading Parenting Voices

Parenting Sites SavvySource, Mommy Track’d to Join Federation

SAN FRANCISCO & SAUSALITO, Calif.--(BUSINESS WIRE)--BabyCenter, LLC® and Federated Media Publishing, Inc.(FM), today announced that they will jointly build, market and distribute a federation of the Web's best blogs for current and expectant parents.

The "Baby Center Parenting Federation" will include a dozen of the leading parenting voices now affiliated with FM, including Heather Armstrong of Dooce (www.dooce.com) and Danielle Friedland of Celebrity Baby Blog (www.celebrity-babies.com).

The companies also announced that parenting sites SavvySource and Mommy Track’d are joining the federation today. Savvy Source (www.savvysource.com) enables parents to learn and share ideas on how best to help their children learn and grow. Mommy Track’d (www.mommytrackd.com) is dedicated to informing and entertaining time-crunched moms as they tackle the daily tug of war between work and home. With the addition of these sites, the federation now includes 14 leading online parenting resources.

“This is a natural extension for BabyCenter and complements our premier content while also expanding BabyCenter’s premier suite of advertising solutions for marketers,” said Tina Sharkey, Global President and Chairman of BabyCenter, LLC, the largest online resource for expectant and new parents around the world. “We are continuing to offer our users the best-in-class parenting information and voices they have come to expect from BabyCenter, and we are opening a marquis channel of distribution for current and new marketing partners of both companies.”

“We believe in the value, both to marketers and to the audience, of strong, independent voices and the conversations they create online,” said John Battelle, founder and CEO of Federated Media. “Bringing those writers, and their communities, together with the most trusted site for parents will truly enable the kind of three-way conversation that authors, marketers and audiences enjoy.”

Both BabyCenter and FM plan to offer advertising and conversational marketing opportunities to marketers interested in reaching the active parenting audience. The companies will also jointly recruit authors and sites that bring strong editorial voices and active, engaged communities to the Federation. BabyCenter and FM will also cross-market to encourage readers to move among the Federation sites and BabyCenter's core sites, BabyCenter.com and ParentCenter.com.

Find out more about the BabyCenter Parenting Federation at http://parentcenter.babycenter.com/babycenter-parenting-federation.

About BabyCenter

BabyCenter, LLC operates, the largest online resource for expectant and new parents around the world. Having nurtured more than 100 million parents since its launch in 1997, The BabyCenter® global network attracts over 6 million monthly visitors, and provides a trusted online destination for parents in Australia, Austria, Canada, China, Germany, India, Sweden, Switzerland and the United Kingdom. In the United States, BabyCenter reaches over 78% of moms with its content, community and online commerce and has garnered numerous awards including the 2006 People's Choice Webby Award. The editors at BabyCenter have also authored two guidance books, The BabyCenter Essential Guide to Pregnancy and Birth and TheBabyCenter Essential Guide to Baby's First Year. BabyCenter, LLC is based in San Francisco, CA.

About Federated Media

At FM, we believe great voices attract great audiences. We're in the business of supporting those voices by connecting them to great marketers, as well as providing a suite of services that let authors focus on what they do best: make compelling media. In so doing, we are creating federations of respected voices that prosper on their own terms. Current federations include Sports, Technology, Automotive, Business & Marketing, Media & Entertainment, Momentum, Travel & Leisure and Parenting. For more information, please go to http://www.federatedmedia.net.