260 Madison Avenue
3rd Floor
New York, NY 10016
212/351-6400
http://www.workingmother.com
Working Mother magazine has been serving moms in the workforce for more than two decades, offering information on how to effectively manage - and enjoy - their hectic
professional and private lives. The pub is also known for its prestigious list of 100 Best Companies for Working Mothers. Being named to the list is not only a powerful recruiting
tool, but a fabulous hook for corporate comms and community relations.
Last summer, Working Mother came under the umbrella of MCG Capital (an Arlington, Va.-based venture capital firm) and Working Mother Media was founded. The new company's
mission: "to serve women boldly," says Working Mother Editor-in-Chief Jill Kirschenbaum.
Although Kirschenbaum says there's nothing "average or typical" about her diverse readership, most readers (80 percent) fall between the ages of 25 and 49. The majority (64
percent) are college educated, and 48 percent have household incomes upwards of $60,000.
Current circ is 925,000, but Working Mother Media will decrease circulation to 750,000 effective with the June/July issue as part of a new circulation strategy.
Content/Contacts
Readers are looking for ideas, solutions and support for all aspects of their lives, Kirschen-baum says. While editors will continue to provide a relevant read for the current
audience, Kirschenbaum wants to offer "a resonant read for the next generation of working mothers, many of whom have very different expectations about what they want from their
jobs, the kind of parents they want to be, and what they need to achieve a whole, satisfying life."
Contact editors at [email protected]. Health, beauty, fashion and technology should go to Victoria
Scanlan Stefanakos. Stories on parenting and kids go to Caroline Howard. Email workplace/business issues to Jennifer Gill, and pitch Susan Lilly Ott with food info.
Pitch Tips
No phone calls, please. Editors prefer to receive information via email but will accept snail mail.
"The ideal pitch for Working Mother is a clear, concise email with no attachments," Kirschenbaum says. Editors encourage PR pros to send new materials like top-notch books,
beauty products, toys and tech gadgets that will tie into the Working Mother mission.
As a monthly, Working Mother has a three-month lead time. PR pros who pitch stories the day before they break will be outta luck.
Also, Kirschenbaum warns, don't call to follow up on that email. "If we are interested in a pitch, we will contact you. PR people should make sure to include all of their
contact information in the email pitch or package."
Comments
To be considered for inclusion in the 100 Best Companies for Working Mothers list, PR and HR execs typically work in tandem to complete a comprehensive application, including
questions about a company's culture, employee population and policies on work/life and women's advancement.
For more information on the list, contact Sharman Stein at [email protected].
This year, Working Mother is opening a Best Companies for Women of Color initiative. That list will debut next year. "We do not yet know how many companies will be identified
and expect the list to expand over several years," Kirschenbaum says. "PR people should not call to pitch their companies for this year's issue. More information regarding how to
apply will be released over the next few months."
In The Pipeline
The editors are in the process of preparing the June/July issue in which they will introduce the Women of Color initiative. A redesign of the pub will launch with the
August/September issue, and the October issue will include the 100 Best Companies list and center on work/life issues.
In general, "We would love to hear stories about interesting women making strides in their careers, impacting their communities and balancing all aspects of their lives,"
Kirschenbaum says. "Working Mother editors are also interested in companies instituting exceptional work/life balance programs."