Fisher-Price Targets Millennial Moms for the Royal Baby's Birthday

While underscoring BabyCenter's ad sales prowess

The idea of brands becoming publishers has been around for a couple years, as businesses have en masse created social media pages and content blogs to promote their wares. But few companies applied the concept as literally as Johnson & Johnson with its BabyCenter website, which actually sells ads to brands that aren't part of the corporate family, including AT&T and Walgreens.