• by Tameka Kee , May 9, 2008

iVillage has offered moms a sneak preview of Momtourage, a property aimed at multi-tasking moms, while Tampa-based bellyHood.com seeks to bridge the gap between new, less experienced moms-to-be and their seasoned counterparts. Both sites offer a number of advertising opportunities, including rich media, text ads, and video as well as content sponsorship.

While bellyHood's official launch date is May 11, the site has been up and running for about a week. Some 700 mothers and moms-to-be have already joined, with the growth fueled largely by buzz generated through MySpace comments, groups and bulletins. "News about the site leaked prematurely," said Paulo Poco, co-founder of bellyHood.com. "One mom told another on MySpace, someone else left a comment--the pickup is unbelievable. We even have nurses on the site now."

The idea behind bellyHood--that of trying to promote the exchange of information between younger and more experienced moms--arose from the difficulty co-founder Katheryn Poco faced while trying to network online during her first pregnancy. Poco said that she launched the site to help "break the 'off-limits' mentality associated with popular social networking sites" like MySpace, and create a safer environment for mothers of all ages.

In addition to developing into an online haven for moms, the Pocos said that bellyHood will evolve into a hub for advertisers trying to reach younger mothers--particularly those who aren't as receptive to traditional advertising. While bellyHood currently offers banners and text ads, new formats, like the potential sponsorship of user-created product review groups, are slated to follow post-launch."

Meanwhile, Momtourage is iVillage's latest mom-centered property. Slated to go live in July, the community is designed to acknowledge moms and the group of family, friends and organizations that support them--or their "Momtourage."

"No mom goes it alone," said Carla Drysdale, managing editor at iVillage. "A Momtourage gives mothers the village they need to help them raise their kids every day. They're the people who allow us to navigate and conquer the jumble of responsibilities, circumstances, and choices that make up our lives, and we hope to help women make iVillage an important member of their Momtourage."

The site will feature experiences from real moms via on-the-spot videos, advice on choosing babysitters and child care centers, and tips for organizing offline meetings like cooking groups and book clubs. iVillage will also host a contest this summer granting three winners a professional addition to their Momtourage--be it a personal chef, a babysitter, or even a stylist.