Waterfront Media Lands Kodak and BabyStyle Sponsorships

Self-help site publisher Waterfront Media will unveil Kodak as a sponsor of its scrapbook and photo album tools on its What to Expect Pregnancy Club site this week. The company also has launched a new baby store and registry powered by online retailer BabyStyle.

Waterfront, which publishes free and subscription-based Web sites affiliated with well-known self-help titles like “The South Beach Diet” and “What to Expect When You’re Expecting,” announced a six million dollar round of funding last week. Waterfront will use the cash towards marketing its sites to its target 30-50-year-old female audience. Waterfront is currently running TV ads.

According to Mike Keriakos, co-founder and EVP of business development at Waterfront, the publisher plans on rolling out new sites focusing on health content in the coming year. The firm has collected health information on its registrants and subscribers. This makes current and future health offerings ripe for pharma advertisers, said Keriakos, who suggested, “That’s extremely valuable to pharmaceutical companies.”

Waterfront has 175,000 active paying subscribers and six million active registrants and counts BabyCenter, iVillage and WebMD among its main competitors.