BabyCenter.com closed its online store yesterday in order to concentrate solely on digital media (and open the door to collecting more cash from retail marketers). As one of the site’s 1 million daily visitors, I can say this was a smart move. I’ve never gone to BabyCenter.com’s store, but I’ve tapped in to hundreds of pages of their content.
Ever since my little boy was a six-week-old embryo, BabyCenter.com has been sending me weekly emails filling me in on his latest developments (He’s the size of a lima bean! He has fingernails! He can hear your voice!).
Now that Isaiah is almost six months old, I still get weekly updates, and by the looks of things, the folks at BabyCenter don’t plan to stop until well into his middle school years.
And I don’t mind, not at all.
You see, the content is so relevant, it’s almost spooky. The week we decided Isaiah was ready for sleep training, BabyCenter delivered videos on how to carry out two different methods. The week we realized he needed solid foods, BabyCenter offered tips on getting the sweet potatoes in his mouth and not all over the mom. This week, it occurred to me that I should start baby sign language with him and whammmo: our “Month 5, Week 3” email features an article called “When and how to teach your baby to communicate with signs.”
I realize there is a commerce factor, and the tradeoff for the free sleep training video was a short ad from Johnson & Johnson (the folks behind the brilliance). But I didn’t even click “Skip” since the ad was actually showing me how to give a baby massage (using J&J’s lavender scented baby lotion, of course).
Years from now, when Isaiah reaches the end of BabyCenter’s timeline, I imagine the emails will be more along the lines of “How to explain hair in weird places” and “What to do if your kid gets the crap kicked out of him.”
But if the content remains as relevant as it is today, I’ll stick with them, even when they launch TeenCenter.com.
— Britta
January 9th, 2009 at 1:50 pm
Hi Britta,
I contribute to BabyCenter’s Momformation Blog along with a host of other talented moms. We’ve got tips, fun stories and interesting news bits. I hope you’ll stop by and make us a part of your BC routine! I’ve got a ten-year-old boy and just may take up your suggested post topics. :-)
January 9th, 2009 at 2:08 pm
Hi Britta, I blog at BabyCenter’s MOMformation. I’m like you: I’ve been getting updates on my kids since about 6 weeks old. And when I Google anything having to do with child rearing, BC is always the top site.
Take care, Kristina