ALPHA MOM BLOG GETS CASH INFUSION New York Post

NYC Weather CLOUDY Wednesday February Last Update PM EST Recent Archives The Web Story Index Post An Ad Marketplace Autos Dating Jobs Real Estate Sports Blogs Fashion Media Ink Movies Travel Real Estate TV Video Games Harry Potter Study Abroad Health IVF Tempo Weight Loss Intern Stories Past Editions Archives AvantGo Classroom Extra Coupons E Edition Past Editions Liberty Medals Post Store Parade Magazine Site Map Special Sections Story Index Tempo Weekend Guide Business Home Columnists NYP Home Business News Stock Quotes Sunday Business ALPHA MOM BLOG GETS CASH INFUSION By PETER LAURIA February Alpha Mom the popular parenting blog that was the subject of a New York magazine cover story a few years ago has sold a minority stake to Fahrenheit in exchange for the innovation consultancy s help in developing products and services to expand the brand nationally. Started in by former Smith Barney banker Isabel Kallman the not yet profitable Web site also plans to raise million in ! a round of financing expected to begin later this month. The Web site which bills itself as the go to place for parents to learn and share information about kids from months to years old gets about visitors per day and averages page views per month. While that may not seem like a lot Fahrenheit CEO Geoff Vuleta said that marketers view of Alpha Moms as tastemakers puts the Web site in a position of influence as it expands commercially. In fact he s willing to bet most of his paycheck on it. Fahrenheit whose clients include NBC Universal Warner Music Group Coca Cola Diageo and others invents new products and business lines for companies and ties the bulk of its compensation to a given project s success. The consultant quotes a fee upon retention but only receives one third of it up front it collects the other two thirds after hitting certain performance benchmarks such as a company bringing a product it invented to market. The Alpha Mom deal marks the first time that Fahrenh! eit has taken an equity position in return for work. Vuleta said taking a percent stake instead of its usual compensation was a no brainer considering the Web site s growth potential. Parenting Web sites are among the Web s most popular with about blogs devoted to the topic. Almost percent of moms turn to the Web for guidance with percent of those specifically doing product research. That makes product reviews with an avenue to purchase a logical extension on the site Vuleta said. DOGS TRY TO BOW WOW EM ABOUT FACE FOR MODEL GI HUNTER MAY GET M WILD PITCH MAN HUNTER MAY GET M SEC IS SICCED ON SKIM SCAMSTERS RIPPED OFF MORE News Local News National News International News News Columnists Weird But True NYPD Daily Blotter Liberty Medals Traffic Transit Lottery Classroom Extra Sports Yankees Mets Giants Jets Knicks Nets Rangers Islanders Devils Sports Blogs Columnists Bettor s Guide Horse Racing Picks Post Line Gossip Page Six Cindy Adams Liz Smith Braden Keil Michael Riedel Celebrity Photos Celebrity Sightings Page Six Magazine Delonas Cartoons B! usiness Business Columnists Real Estate Stock Quotes Entertainment Movies Movies Blog Oscars Food Fashion Fashion Blog Music Theater Health Travel Travel Blog Horoscope Weddings Dating Weekend Guide Comics Games Post Game Report Tempo Post Opinion Editorials Oped Columnists Letters Books Ramirez Cartoons Send a Letter TV Linda Stasi Starr Report Adam Buckman Reviews TV Listings LIVE The TV Blog Classifieds Cars Dating Jobs Real Estate Marketplace Place an Ad Miscellaneous Sweeps Contests Coupons Media Kit Parade Magazine RSS Special Sections Privacy Policy Terms of Use Video User Services Contact Us FAQ Daily Newsletter Home Delivery Avant Go E Edition Archives Back Issues Reprints Story Index Last Days sign in subscribe privacy policy terms of use BUSINESS HEADLINES FROM OUR PARTNERS rss FAQ Contests contact us home delivery Newsletters reprints back issues privacy policy terms of use media kit site map Jobs Home News Sports Page Six Business Entertainment Opinion TV Class! ifieds Blogs NEW YORK POST is a registered trademark of NYP Holdings Inc. NYPOST.COM NYPOSTONLINE.COM and NEWYORKPOST.COM are trademarks of NYP Holdings Inc. Copyright NYP Holdings Inc. All rights reserved

Source: http://www.nypost.com/seven/02132008/business/alpha_mom_blog_gets_cash_infusion_97351.htm


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