BabyUniverse to publish e-zine aimed at moms and moms-to-be
Following its recent acquisition of PoshTots Inc., BabyUniverse Inc. has launched PoshCravings.com, a web site and e-zine created by the PoshTots team. The goal of the new site is to help capture the growing online market of expectant and current moms by providing information on fashion designers, parenting advice, family travel destinations and more, the company says.
Content on PoshCravings.com is delivered by a circle of online characters dubbed “The Mamas.” Each character has a distinct persona and different ideas about style.
The site and e-zine represent a new source of revenue for BabyUniverse, No. 224 in the Internet Retailer Top 400 Guide to Retail Web Sites. They offer advertisers varying ways to reach the popular demographic. The outlets include: ad banners in PoshCravings e-newsletters; dedicated solo e-newsletters; banner ads on PoshCravings.com; and PoshCravings.com shopping sections for business partners.
The company, which sells brand name baby, toddler and maternity products, operates four e-commerce sites: BabyUniverse.com, PoshTots.com, DreamtimeBaby.com and PoshLiving.com. It posted sales of $23.7 million in 2005, a 65.7% increase over sales of $14.3 million the previous year.
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