From "Mommy" to "Mom/me": New insights on moms

This paper describes research by Time into mothers, with the aim of defining them, understanding the role of magazines in their lives and determining the best ways to engage them with communications.

From "Mommy" to "Mom/me": New insights on moms

Betsy FrankTime Inc

Background:

According to Forbes, Moms tug purse strings to the tune of $2.1 trillion. That's more than the GDP of Russia, France, Italy, Brazil, Spain, or the UK.

But who is "Mom"? The fact is, the cookie cutter, one-size-fits-all mom no longer exists, if she ever did. Instead "Mom" is a diverse group of women who have one thing in common: They all happen to have a child.

Today, there are over 82 million women in the US who are mothers, and one-third of all US households have...

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