The site's services are aimed at the working mother, whom O'Brien calls "the heroic mom," and offers practical advice and information on managing a home from menu planning to coordinating family calendars online.
"It's [for] the woman with a child trying to make ends meet. They want to organize their family's lives better," said John Hawkins, executive vice president of strategic development for the Westport, Conn.-based company.
A beta test of more than 40,000 users on FamilyTime.com found that its audience-- predominantly women with children--wanted to fulfill very practical needs when searching online.
Such users would rather scan a five-day weather forecast, for instance, than read about the latest celebrity breakup.
Packaged goods advertisers such as Ralston Purina, Campbell's and Colgate have agreed to work with FamilyTime.com as partners that will provide promotional offers and develop content.
"We're not about banner ads," said O'Brien, referring to the interactive nature of this site's advertising. Someone might click on a Ralston Purina's button, for instance, and be directed to a co-branded article about pet ownership.
FamilyTime.com is trying to attract the packaged goods advertisers that spend more than 62 billion dollars a year in promotional and advertising programs, according to Solomon Smith Barney, McCann-Erickson and the Association of National Advertisers.
FamilyTime.com has a inked a distribution deal with Lycos and raised $5 million.