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Add mommyblogging to the long list of maternal entitlements. It's the old story of exploiting your childbearing for commercial gain, this time online! Ah, but even ladybloggers without kids can get a piece of the mommyblogger ad budget. According to the Washington Post, Melanie Notkin's had advertisers and "a well-known venture capitalist" after her from day one, interested in cashing in with her on on the "parenting site for nonparents." We're reminded of PlanetOut's fundraising days, when venture capitalists told the gay and lesbian site's founders that they should refocus the site to appeal to gays and their hip straight friends. Notkin has a point, though: If you're going to buy your best girlfriend's brood a Barack Obama onesie, shouldn't you be allowed to blog about it, add affiliate e-commerce links, and run ads on the page, too?"This was not going to be your mommy's website ... I wanted it to feel like a fashion and beauty magazine but with tremendous depth," Notkin told the Post blog. For "depth," read "Twitter," which Notkin credits with leveraging her brand or whatever nonsense phrase we're using today to excuse egolinking. SavvyAuntie was among the most oft-Twittered words on its launch day — "her marketing is genius," said TechCrunch's snackiest flack, Calley Nye, before her own post got pulled, for, we guessed, overdoing the PR-speak. TechCrunch editor Michael Arrington's unpublishing of Nye's post, not the brilliance of SavvyAuntie's business plan, was likely what launched it into Twitter microfame. But Notkin is a genius for spinning the snafu as an event that promoted her "visibility." Someone else's baby, someone else's blunder — it's all fodder for Notkin's marketing event. That's really savvy. (Photo by Kelly Sue)