Yahoo and Walmart created three branded Web entertainment channels that target moms through articles and videos on home improvement, personal makeovers, and cooking tips.

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No longer is it so important that you learned to cook a new meal every week for a year, but now the focus turns to how many thousands of families you touched by creating healthy cooking videos that were then posted on YouTube and viewed by moms who were previously hardcore fast foodies.

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It paints a picture of moms not in emotional terms, and not as overwhelmed victims, but in the realities of today: More than two-thirds are tech-fluent, and 81% of moms regard themselves as expert in at least one mom subject, such as cooking and nutrition, child education, or crafts.

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