When the team at Sympatico.ca’s Lifestyle portal launched a special pregnancy section for its female visitors last month, it became obvious that many of their readers were young parents, says Geneviève Landry, product manager, Style de Vie, at Sympatico. More than 1,000 members downloaded the pregnancy calendar, a type of conception journal sponsored by P&G’s Pampers diapers, currently available on the site (with the media buy arranged by Mediacom) and most of them were first-time mothers.

Sympatico.ca decided to develop this audience further with the launch of a new French-language section called Petite enfance (early childhood), geared to parents (or parents to be) of young children. Editorial content is provided by Naîtreetgrandir.net, a site published by a Montreal-based non-profit foundation that Landry says is well-respected in the province.

‘As you know, content is rare in Quebec, because you either have content from France or content that everybody else has,’ Landry tells MiC. ‘We are really on a mission just to get the best content in Quebec.’

Standard integration opportunities are available on Petite enfance, including leaderboard, big box and roadclock sponsorships. There are no brands featured with the launch.