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AND BABY MAKES TWO: Months ago, before joining Richard Beckman at e5 Global Media, Janice Min was said to be shopping around a Hollywood baby site. That Web project never got off the ground, however, her former boss, Bonnie Fuller, is about to bring that concept to life with hollybaby, a spin-off of her site HollywoodLife.com. “We’ve been covering this topic already, but we’re ready to devote more to it, in its own space” Fuller told WWD. “These stories are always big traffic drivers to HollywoodLife.” The new site will be lighter in color, “more little-kiddish,” and Fuller intends on using celebrities as a jumping-off point to get into the news of the day, such as, slings versus Baby Björns or baby-bottle recalls. “We will break news, cover events, feature celebrity mom bloggers and guest bloggers. Basically have anything that’s relevant to mommies.” Verticals will cover baby news, style and beauty and there will be games (which are apparently big with moms these days.)
Since HollywoodLife.com launched in November, Fuller has done everything from drive the editorial direction of the site to waking up at the crack of dawn just about every morning to promote it by appearing as a guest on news and talk shows, from NBC’s “Today” show to Fox programs. “Never a dull moment,” Fuller said, still in TV makeup. HollywoodLife is pulling in more than two million uniques a month, although it still lags E Online’s 2.5 million visitors and is far behind People’s 13.2 million uniques a month. Hollybaby launches Wednesday.
— Amy Wicks