What's more influential than a little motherly advice? The way Procter & Gamble sees it, nothing is. P&G's Pampers is flying up to 15 "mommy bloggers" to its Cincinnati headquarters at the end of the month in an attempt to reach these important online authorities.

"It's official: Mom bloggers are the new influencers," said Bryan McCleary, director of external relations for P&G baby care, in an interview with AdAge. Bloggers are now on par with the mainstream media, celebrities and health professionals in terms of importance to P&G, McCleary said.

In a post on her Metropolitan Mama blog, writer Stephanie Sheaffer revealed she will attend the Pampers event, and her invitation revealed the bloggers would participate in "exciting programs including presentations, group discussions and exclusive tours.”

While Metropolitan Mama regularly reviews cleaning and household products, P&G isn't planning the all-expenses-paid trips to bribe the blogging mamas with Pampers goods. Rather, the idea is for P&G to talk and learn from the bloggers on "how to help moms in this topsy-turvy time in their lives," McCleary said.

Mothers have always been huge influencers, but lately marketers are tapping into online resources to reach them. Earlier this week, Wal-Mart and NBCU announced their "momtourage" deal, which offers mothering advice on iVillage.com.