Cookie: A New Bundle of Joy for the Parenting Mag Market
Cookie‘s coming! The new Fairchild/Condé Nast offering is looking to appeal to “the woman within the mom,” says Katharine Q. Seelye in today’s NYT. It will hit the stands November 15th.
A few interesting points to set Cookie apart from the other parenting mags (Child, Parenting, Wondertime): mommies are older, and richer – “an affluent market waiting to be served”; they are loath to give up their fun pre-baby lifestyle (Cookie is being positioned as a lifestyle guide); it is happy to trade in strict practicality for a bit of whimsy, because new moms need whimsy, too. So far, the Condé pitch is working: The maiden issue has 92 pages of advertising, with ads from many non-traditional parenting clients like Citibank, Lexus and Neiman Marcus (aka “Cookie’s Fortune”).
Two interesting points: moms are ostensibly having kids later but the 33-year old “Mom” on the cover is with an 8-year old (“Mom” as in “hot model who probably has no stretch marks”); and, kind of hilariously, EIC Pilar Guzman defends the mag’s semi-goofy title as playful but then admits that “all the other titles were taken.” We beg to differ, and humbly suggest a few titles that were not, in fact, taken:
- Spawn
- Offspring
- Remember That Drunken Night When I Couldn’t Find My Pills?
- He Has Your Ears
- Yes Sir, That’s My Baby
- What Do You Mean, You Haven’t Enrolled Him In A Private School Yet?
- Lactating Is Sexy
- Barf and Spittle
- Yay, Daddy’s Home To Change Your Diaper!
- No Sir, I Don’t Mean Maybe
- They’re So Much Fun When They’re Teething
- Yes, That is A Nursing Pillow Around My Waist And I Am Happy To See You
- Can I Drink Yet?
- Eventually, There’s Ritalin
A Magazine for Moms Trying to Stay Stylish After the Baby [NYT]
Cookie Magazine [Cookie]
Inside Cookie Mag: A Sneak Peek [Cookie]
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