As Britain heads for its tightest election battle in years, politicians chasing the votes that could tip the balance are zeroing in on a new group of power brokers - online moms.
While politics is no stranger to the maternal voter - "soccer moms" were seen as a key pillar of U.S. President Bill Clinton's 1996 re-election - the next UK vote, slated for early 2010, is being pinned by some exclusively on mothers who log on to one Web site: Mumsnet.
The site, a forceful blend of childcare tips, social networking and spleen venting, now boasts a million-strong audience of educated and opinionated moms, precisely the demographic that some say could prove crucial to securing election victory.
useful links: transport rankings