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The average pregnancy in France lasts 41 weeks; the global average is 40 weeks. It's a small difference, but enough of a nuance for online parenting site BabyCenter to spin out an additional week's worth of content to its French site. Since the Johnson & Johnson-owned site claims to reach 40 million moms across 14 countries, BabyCenter's editorial and tech teams craft unique content to target each of its markets. Shaping the editorial strategy for local markets requires firsthand knowledge from someone in touch with the zeitgeist of the place at hand, noted Linda Murray, svp, global editor in chief.