Waterfront Media, Publisher of WhatToExpect.com, and Wal-Mart Baby Announce Integrated Online Partnership
World's most respected pregnancy/parenting brand and world's
largest retailer combine to create unique online initiative
BROOKLYN, N.Y.--(Business Wire)--
Waterfront Media, publisher of WhatToExpect.com, the fastest
growing parenting and pregnancy site with 1.3 million unique users per
month, today announced its alliance with Wal-Mart Baby. The innovative
online partnership, shepherded by media agency, MediaVest, features a
custom area for baby apparel, along with the inclusion of Wal-Mart
Baby apparel on WhatToExpect.com's homepage and navigation bar.
WhatToExpect.com complements the iconic book What to Expect When
You're Expecting, which recently celebrated its' 353rd week on the New
York Times' Bestsellers List. The site is known for its step-by-step
guides for each month of pregnancy and beyond, personalized message
boards and interactive tools, like the pregnancy planner and baby name
finder. The Wal-Mart Baby partnership makes the site even more robust,
with baby apparel information--along with featured products and
promotions. The program runs through January 2009.
"Expecting and new parents have lots on their mind and this
community relies on WhatToExpect.com as a trusted resource. The goal
of our partnership with Wal-Mart Baby is to extend the resources we
provide to make the tasks of parenting even easier," said Waterfront
Media CEO and co-Founder, and new father, Ben Wolin.
"MediaVest is delighted to have matched these two industry giants.
Our company is motivated to create singular and creative connections,
and it seemed a natural to align the leading pregnancy and parenting
brand, What To Expect, to the nation's largest retail brand and extend
its baby line. There is no better way for Wal-Mart to become the place
for baby apparel," said MediaVest Associate Director, Digital, Susan
Cho.
WhatToExpect.com is one of the stickiest parenting sites on the
Web with nearly 70 percent of users visiting daily. Since January
2007, total unique visitors to WhatToExpect.com have increased more
than 200 percent according to comScore Media Metrix. The site is a
part of Everyday Health, which is operated by Waterfront Media.
Everyday Health features more than 20 health, diet, and pregnancy
sites from the world's most popular and trusted doctors and experts.
About WhatToExpect.com
WhatToExpect.com, published by Waterfront Media, is the online
companion to the bestselling series of What To Expect(R) pregnancy and
parenting books. The series has helped guide over 30 million families
from conception through the toddler years and beyond. According to USA
Today, this pregnancy book, known as the "Bible" to moms across the
world, is bought by 93 percent of all expecting mothers who buy a
guide. For more information, please visit www.WhatToExpect.com.
About Waterfront Media
Waterfront Media is the largest privately held online health
company and operates Everyday Health, which attracts over 14 million
unique users per month. Through its network of health, diet, fitness,
and pregnancy Web sites, including its flagship EverydayHealth.com,
Waterfront Media enables consumers to live healthier lives every day.
Krupp Kommunications, Inc.
Kim Newman, 212-886-6712
knewman@kruppnyc.com
Copyright Business Wire 2008
