Working Mother Media Founder on Succeeding with a Single Title
Evans: … The one we’re doing today is our biggest initiative—not oldest, but our biggest to date—our Best Companies for Multicultural Women. It ties beautifully into the magazine because … we publish the list of the Best Companies for Multicultural Women [in the magazine]. This year, we have 20 winners [listed in our] June issue. Then, we publish a whole series of articles about multicultural women around a certain theme; this year [the theme] was “empower.” Then, just a little bit later in July, we host our Multicultural Women Conference. … It’s a two-day conference on the topic of power, and tonight, we’ll celebrate the list of the winners. So it all ties together.
Inbox: Are all of the events WMM holds reflected somehow in the print publication?
Evans: They are. … The themes [of the events] are tied together [with the magazine’s content]. We also run stories about what we learn at the conferences. [For example,] this conference will be reported on in the December issue. We’ll talk about the topic of power and what we learned from the conference, specifically what the [attendees] said. The June issue, which just published, has the stories about power that we built the conference around. … So it’s kind of an all-year-round touch-point between the magazine and the conferences.
Inbox: Are the people attending the conferences readers of the magazine as well?
Evans: They’re not necessarily readers. They are being sent by corporate America to these events to help them become more effective in their careers. So they might be readers, they might not. It’s not really about circulation … it’s to further our mission, which is to be champions of culture change in corporate America.
Inbox: Do you have plans to grow the events aspect of your business even more?