Working Mother Media Founder on Succeeding with a Single Title
We think very differently from your typical magazine company. We look at our brand and our mission, and how can we expand our brand and our mission and have it all fit together, so we don’t have to go outside of our expertise. We’re constantly building into our expertise, but in a different way than most magazines. [But] it’s still a single title, and we still need to compete out there with everybody, which is why we focused on doing our cover redesign with [designer] Roger Black and doing our magazine redesign a year ago on the inside. We’re constantly updating and refreshing our look and our editorial content.
Inbox: What role is WorkingMother.com playing in the overall Working Mother brand? How are you utilizing the online component to your advantage?
Evans: It wasn’t as important as it is now. About a year ago, we relaunched. [Until then] we weren’t a Web 2.0 company. So when we relaunched our Web site, we could do all the things our readers had been asking us to do, [such as] blogging and message boards. ... Now all of a sudden within the last year, we’ve been able to keep up and move ahead, and because we have so much content, what we’re working on is to have a lot of our conference content fresh from the horse’s mouth right up on our Web site as soon as the conference is engaged. We still have a lot of expansion work to do around the Web, but at least we have the capability. We acquired a content management system … [that] is really powerful, and we still haven’t quite gotten to use it to its full capability. It’s been our big project for the last year.
Inbox: WMM is now holding more than 50 events per year. How have these events complemented the print publication and vice versa?