NY-based CafeMom has announced a new round of funding in the amount of $12 million. The round was co-led by the company's original investors Highland Capital Partners and Draper Fisher Jurvetson. Including this new round, the company has raised $20.3 million to-date.

CafeMom is working with some of the largest CPG companies and retailers in the U.S. including: Walmart, Playskool, Disney, HP, Kraft, General Mills, Nestle, Unilever, JCPenney, Johnson & Johnson and Best Buy. I spoke with head of design Matt Zarzecki who explained that custom campaigns average between $200,000 and $500,000. 

The site is currently running over 120 million pageviews per month with 6 million visitors. CafeMom is an interesting startup for me to watch given my history in the CPG online business and having been involved in a similar site from inside a CPG company. Moms are one of the "richest" segments online and CafeMom has done an excellent job capitalizing on this demographic. I put them on acquisition watch last week.

Check out my interview with two of the executives from CafeMom.