Cuddly cash cow

Federated Media has brought on Johnson & Johnson-owned BabyCenter.com to help sell ads on its two-year-old parenting blog network.

The network will be renamed BabyCenter Parenting Federation. Already, the site has attracted numerous brands such as PBS Kids, Pampers, and, appropriately, Johnson's Baby Oil.

The deal suggests BabyCenter has had much success with direct sales efforts while FM itself may be struggling, according to ClickZ.

Other female-focused online media brands joining like-minded networks include a partnership between LifeTime and Glam Media. Warner also tapped Adify to distribute ads on properties using its newly-created MomLogic as the anchor.