Mindful Mama launches for progressive mothers

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Mindful Mama, a magazine for moms focused on health and sustainability, will launch on a semiannual schedule in November.

Editorial content in Mindful Mama will focus on pregnancy, birthing and family advice for the lifestyle of health and sustainability (LOHAS) consumer segment, defined as those who actively choose to purchase green, sustainable and health-conscious products and services. The 20,000-circulation title will be distributed through a network of OB/GYNs, Doulas, Midwives, birth educators, yoga instructors and other professionals, as well as in natural grocery stores and to subscribers who sign up online. Next year, the rate base will jump to 50,000 per issue, with plans for a 100,000 rate base by the time the magazine goes quarterly in 2010.

“The idea for Mindful Mama came from my experience as a mom. When I was pregnant with my first child, I didn't have a resource that was informative and really embodied my values for healthy living,” said Sarah Kraft, founder and editorial director of Mindful Mama. “We're targeting LOHAS, and the thing about LOHAS is that there is no income range; people will spend money on eco-friendly products regardless of income. It's really geared toward more a highly educated demographic.”

To create pre-launch buzz, the magazine has partnered with singer/songwriter Ani DiFranco, who discusses what it means to be a “mindful mama” in a video on the magazine's Web site. That video will soon be posted to YouTube in an effort to build viral buzz. Mindful Mama is also holding a reader contest where the first prize is a trip to see Ani DiFranco in concert. The runner up will receive a “green” nursery, supplied by advertisers and sponsors.

The Mindful Mama Web site also features a social network where parents can create profiles and interact with each other and with health professionals. The site is expected to have 10,000 registered users by the end of the year.

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