New mums have so much to think about that some even forget to Facebook.
Others, however, use those rare moments when baby's dozing to post a few offspring images for social media followers.
All want to learn more about the new landscape in which they live - parenthood. And all - well, most - adjust their household budgets and spending habits.
Which is where a new twice-yearly magazine from the South Wales Evening Post stable comes in.
Swansea Bay Early Years is due out this month - free in some places, £1 in others - and its design is being masterminded by the editor of Swansea Life and Swansea Bay Business Life, Wyn Jenkins. That suggests it'll be a good looking glossy that'll hang around coffee table for some weeks to come.
He promises that the A4 glossy will cover Swansea, Neath Port Talbot and Carmarthenshire and that it'll be targeted directly at those with children aged one to five. Print run: 7,000.
Advertisers on board already include clothing and equipment retailers, childcare providers, private schools and hotels with a key interest in the family market.
Facebook remains one key option for interested businesses, of course, but Swansea Bay Early Years may also be worth a punt. Book prices include around £340 for a full page ad and Wyn would be happy to hear from those with potential editorial content. I have contact details for those keen to know more.
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