TVNewser FishbowlDC AgencySpy TVSpy LostRemote PRNewser SocialTimes AllFacebook 10,000 Words GalleyCat UnBeige MediaJobsDaily

Two Former TV Producers Talk About Creating a Multimedia Lifestyle Brand

moms_article

From left: Albert and Gerstein

Melissa Musen Gerstein and Denise Albert are former TV producers with hit shows under their belts (Gerstein’s resume includes a producer credit on Anderson Cooper 360; Albert’s at Good Morning America). When the two met up, they decided to form their own lifestyle company, The Moms, which started as a syndicated newspaper column. Their media empire now includes a show on Sirius XM Radio and New York Fashion Week shows that feature “real” moms on the catwalk.

As Mediabistro’s Profit From Your Passion series winds down, Gerstein and Albert tell us about their early career successes, why they chose to start their brand with a Carrie Bradshaw-esque column called Moms in the City and how they landed a television show.

Says Gerstein: We [were inspired by] Sex and the City. We also thought, ‘Wow, [our first] column was so successful, let’s launch Moms in the City in print,’ and so, basically, we would write a very bold, provocative column about parenting, and then we would interview a celebrity mom based on that topic, which obviously generated a lot of attention and traction. And then we started getting booked on local television shows to talk about our columns, and also topical news that affected parents, whether it was how to discuss the images coming out of Haiti with your kids [or] the homeless problem on the streets. And after our fourth appearance on WNBC, we got offered a TV show, actually a pilot, which then got picked up on a channel called NBC Nonstop, which ran in ten markets across the country.

To hear more from Gerstein and Albert, including their advice on creating your own multi-platform brand, read: Hey, How’d You Start Your Own Lifestyle Brand, Melissa Musen Gerstein and Denise Albert?

 

Mediabistro Course

Travel Writing

Travel WritingStarting September 23, learn how to turn your travel stories into published essays and articles! Taught by a former Vanity Fair staff writer, James Sturz will teach you how to report, interview, and find sources, discover story ideas and pitch them successfully, and understand what travel editors look for in a story. Register now!