BY LAURA RICH AND ANYA SACHAROW
Procter & Gamble’s race for parents’ online eyeballs is shifting into high gear. A major overhaul of a site supporting Pampers, called Pampers Parenting Institute, will go live at the end of the month and its ParentTime site, a joint venture with Time Warner Cable Programming, is undergoing changes to ramp up traffic that hovered below 1 million page views per month until recently.
Pampers Parenting Institute will relaunch with new features and content that reaches parents of infants 0 to 3 years old. The site previously focused on 12 months and under.
ParentTime launched with a similar focus, but has since expanded to cater to parents with children up to 18 years old, as part of a broader redesign of the site which launched earlier this year.
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