Direct Media Consolidates MacDonald Files

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Since the launch of magazines Working Woman and Working Mother in the late 1970s, women have made steady strides up the corporate ladder and now hold 48 percent of management positions, according to the most recent issue of WW.

Parent company MacDonald Communications, New York, has consolidated the management of the two publications and its other list properties with Acxiom/Direct Media, Greenwich, CT.

DMI, which has managed the National Association of Female Executives' membership lists since its inception, except for a brief hiatus that ended last March, now takes over the 499,000-name Working Woman and 235,000-name Working Mother subscriber lists and the Executive Women LifeFiles enhanced corporate master file with more than 800,000 names.

The MacDonald publications track the progress of women in the workplace with annual benchmark studies on such topics as salaries, the state of child care, the 100 best companies for working mothers, the top 25 companies for female executives.

Corporate circulation director Anne Finn said MCC chose to consolidate the files at DMI as a way to bridge their exposure to the consumer and BTB markets and build an enhanced database. She said Working Woman and Working Mother occupy a niche as consumer titles dealing with a business environment.

Both magazines are published 10 times per year.

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