Mommy Blogs: A Marketer's Dream

Growing Number of Well-Produced Sites Put Advertisers in Touch With an Affluent, Loyal Demo

NEW YORK (AdAge.com) -- Looking for a word-of-mouth network run by tech-savvy media pros who work cheap and have a direct line to a demographic that spends more than $2 trillion a year? Marketers, behold: blogging mommies.

The blog Mommy Track'd wrapped Gap's messaging in its own.

It's a boom time for blogs and similar websites catering to the shopping, networking and shoulder-crying needs of the big-spending modern mom. Good news for marketers looking to tap into this market -- yet worried about the usual pitfalls of blogger involvement (bad design, worse writing) -- is that the creators of some of the more popular sites are (or were) agency creative directors, advertising lawyers and women's-content developers for major media conglomerates. And those women, many of them new moms themselves, are delivering loyal mothers eager for shopping tips and product picks.

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