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BabyCenter.com Signs Four New Sponsors

BabyCenter Inc. in San Francisco said it signed four new sponsors for its Web site BabyCenter.com.

New sponsors General Motors, Unilever HPC, Pfizer and Gymboree join charter sponsors including Procter & Gamble, Johnson & Johnson, SmithKline Beecham, Charles Schwab and Clorox.

The site was launched last year, and is aimed at an audience of new and expectant parents.

"New parents are the ideal segment to truly harness the power of the Web. They are intense information seekers, are online in far higher numbers than the general population, and are sought after by many advertisers due to the important product decisions they make," said BabyCenter president Mark Selcow.

Moving beyond traditional online banner advertising, BabyCenter.com said it has developed a variety of new sponsorship initiatives for its partners including sponsored mini-sites that focus on educational subjects important to new parents.

Charles Schwab Inc. is an example. It sponsors an interactive college savings calculator on BabyCenter.com, allowing parents to calculate the future costs of college, design a savings program that fits their budget, and learn about savings vehicles and types of accounts that are right for them.

BabyCenter.com also features a car seat safety mini-site built for General Motors and the "Baby Stains Hall of Fame" from Clorox, which provides information about stain removal specifically for baby clothes.