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The Marketplace Reader

Social networking, baby style

Richard Core Jul 14, 2008

Yahoo’s “Tech Ticker” has a video interview with Tina Sharkey, chairwoman of BabyCenter, which Yahoo says “may be one of the largest interactive media brands you’ve never heard of — unless of course you’re a parent or an expecting parent.” Starting today, BabyCenter is aiming to be one of the world’s largest social networks.

The site is owned by Johnson & Johnson and claims to reach 78% of online moms in the United States. It was started by two single guys who sold the brand to eToys.com in 1999. Two years later, eToys sold it to Johnson & Johnson just before it went bankrupt for $10 million. The property has quietly grown since with forums and chat boards filled with new and expectant moms looking to reach out to each other.

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