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Representation roundup

Parenting website has signed an advertising sales representation agreement with Toronto-based UpTrend Media. The site, aimed at new mothers, contains weekly articles, product reviews, interviews with various experts, interactive planning tools and maps of baby-friendly stores and restaurants. "As busy professionals, as well as moms on the go, when we got together to create, our goal was an online destination for moms that we would want to visit and take advantage of ourselves," said site co-founder Sydney Loney. "Partnering with UpTrend Media seemed like the perfect next step in our strategy and direction. They have an unparalleled roster of online properties and destination companies and, mothers or not, they really seemed to understand our needs and those of our more than16, 000 subscribers and visitors."

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