The 'First Family of Pregnancy' Is Expecting

Inspiration for "What To Expect When You're Expecting" Is Having a Baby: Heidi Murkoff's Daughter, Emma Bing, Is Pregnant and Joining

Sep 14, 2012, 09:30 ET from Everyday Health, Inc.

NEW YORK, Sept. 14, 2012 /PRNewswire/ -- Heidi Murkoff, founder of and author of the bestselling What to Expect® series of pregnancy and parenting books, announced today on, the leading pregnancy and parenting website, that there will be a new member to join her immediate, and digital, family.

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Emma Bing, Heidi's daughter with husband Erik Murkoff, and the inspiration for the bestselling book series and website, "What To Expect When You're Expecting," is having a baby with husband Russell Ali.  Starting this week, she will join her mother on sharing parenting and pregnancy advice to over 4 million women monthly. Now 17 weeks pregnant, Emma, 29, is expecting her first child in February and will speak to fellow millennials on the site about her first-hand experiences with pregnancy, balancing it with savvy and sassy beauty and fashion advice for women.  The site, published by Everyday Health, reaches women from pre-conception through their child's toddler years. Emma's content can be found at:

"I couldn't be more excited or prouder to welcome Emma aboard the mama ship," exclaimed Heidi Murkoff today on "I would say that Emma is following in my footsteps, but her footsteps are two-and-a-half sizes larger than mine; and even pregnant, she negotiates those footsteps in stilettos...something I could never do, even when I wasn't pregnant! So instead, Emma will be carving out her own."

Emma is a featured voice and regular contributor, writing and video blogging about the nine-month journey as only she can, being the daughter of Heidi Murkoffthe authority on all things pregnancy. With an innate sense of style and a voice full of empathy and humor, Emma's beauty and fashion advice will also help ensure that women know all her secrets about how to feel fashionable and beautiful during pregnancy.    

As Emma revealed today on What To Expect:

I am so honored to join all of you mamas and mamas-to-be in the What To Expect family. I feel like I am becoming a member of a really special sorority, but instead of frat parties, there's nausea, vomiting, gas, and heartburn… so in reality, it actually is kind of the same thing.

I'm here to hold your hand -- and have you hold mine -- while we all experience this miraculous, terrifying time in our lives called pregnancy. There will be laughs, tears, and constipation….but happily, miserable pregnancy symptoms love company, and we're all in this together. Friend-to-friend, bump-to-bump.

Emma was the inspiration for Heidi's New York Times best-selling book, and Heidi delivered the book proposal to her publisher just a few hours before delivering her baby girl. Emma's blog and video content is exclusive to including social media: Twitter (@WhatToExpect), Facebook ( and Emma's newly launched social media pages on Facebook ( and Twitter (@EmmasExpecting).  Emma was a featured beauty blogger on Daily Glow, a leading healthy beauty site, and she has interviewed dozens of celebrities on beauty for both and

"Emma's voice is very uniquely informed, having been raised by the mom of all moms," explained Laura Klein, Executive Vice President and General Manager, Lifestyle, Everyday Health, Inc.  "Her editorial contributions will make a great impact on women--who are at a pivotal decision-making time in their lives--and the marketers who want to reach them."

About, published by Everyday Health, Inc., is the online home to Heidi Murkoff's globally recognized parenting and pregnancy brand, What to Expect®. Offering original content and innovative tools for pregnancy and parenting every step of the way, the site has an average of 2 million unique users per month with a community activity every 1.5 seconds. Heidi Murkoff, author of the bestselling What to Expect ® series of pregnancy and parenting books, has helped guide more than 40 million families worldwide from conception through the toddler years and beyond. According to USA Today, this parenting book, known as the "Bible" to moms across the world, is bought by 93 percent of all expecting mothers who buy a guide. Source: comScore

About Everyday Health, Inc.
Everyday Health is the leading new media health company.  Attracting 38 million people monthly through its popular websites, mobile applications, and social media presence, Everyday Health inspires consumers to live healthier lives and helps doctors make more informed decisions for their patients. Everyday Health reaches an additional one million viewers per episode through its weekly TV series on ABC stations.  The Company's broad portfolio of products spans the health spectrum, from in-depth medical content for condition prevention and management to healthy lifestyle offerings. Everyday Health was founded in 2002 by CEO, Ben Wolin, and President, Mike Keriakos.

Source: comScore Media Metrix; comScore Video Metrix; Facebook Insights; Twitter

SOURCE Everyday Health, Inc.