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Pregnancy website What to Expect launches in UK with RollUp Media

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By Ishbel Macleod, PR and social media consultant

March 8, 2013 | 2 min read

Heidi Murkoff, author of pregnancy book What to Expect When You’re Expecting, has unveiled website WhatToExpect.co.uk in partnership with RollUp Media.

RollUp Media will launch and manage the site, with original content to be developed by RollUp Media’s specialist WhatToExpect.co.uk editorial team, in partnership with Murkoff and the US team.

Murkoff said: “Expectant and new mums and dads in the UK have relied on What to Expect for years to bring them the advice, reassurance, and hand-holding every parent craves. But for the first time, they’ll be able to tap into a WhatToExpect site with content that’s been tailored especially for them – and a community that’s uniquely theirs.”

The launch comes as it was discovered the What to Expect US site currently receives 500,000 unique monthly views from the UK.

RollUp Media chief executive Ben Regensburger said: “With RollUp Media producing original content for an influential audience of British mums, as well as creating original advertiser partnerships, we aim to emulate the success of What to Expect online in the US.

“We feel very privileged to be working with a brand that has such heritage and prestige, and is so revered in its home market. We believe UK mums will find it incredibly relevant, engaging and interactive.”

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