Popular information site BabyCenter is prepping the launch of a Spanish language offshoot, reports Advertising Age.
BabyCenter en Espanol will launch this September, the latest expansion of the BabyCenter site after it entered China some months ago.
Content on the site will be unique, not simply Spanish-language translations of existing English content.
The launch on the web will coincide with the launch of a mobile effort, also in Spanish. The mobile debut is an acknowledgment of the high use of mobile devices among Latinos.
Brands such as Johnson & Johnson (which owns BabyCenter), General Motors and others seeking to appeal to mothers are among those on board for the launch.
J&J will promote the site in print ads for its baby products, as well as on the main BabyCenter site.