The synthesis and characterization of a new segmented alternating copolymer is described, having monodisperse, partially methoxysubstituted bis-1.4-styrylbenzene chromophores linked with polyethylene glycol segments (average MW 1000) at the terminal aryl rings, so that the chromophore long axis lies along the polymerization vector. The product polymer is a blue-emitting material that is soluble in organic solvents and water. It is a waxy solid with a degree of polymerization of similar to 3-6, a melting transition at 35 degrees C and good thermogravimetric stability up to 300 degrees C. It exhibits blue photoluminescence (PL) at 437 urn in chloroform, and at 445-465 nm in water, with relative PL quantum yields of 0.7 and 0.3, respectively. Its neat film luminescence maximum is 460 nm; solid state blending with PMMA blue shifts the emission to 440 nm at 10% polymer in PMMA. (C) 2007 Elsevier Ltd. All rights reserved.