Launched in March, Health for Women is already making its mark among the more than 500,000 women who receive it quarterly. "The strength of the magazine is that all the content is actionable," says Carolyn Davis Cockey, MLS, editor in chief.
Oct 13, 2008
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Launched in March, Health for Women is already making its mark among the more than 500,000 women who receive it quarterly. "The strength of the magazine is that all the content is actionable," says Carolyn Davis Cockey, MLS, editor in chief. "We want our readers to act on the expert health advice we put in the magazine- we're not writing about sensationalistic surveys and fads. Our content is actionable and based on research."
And it's working. The magazine has made a deep connection with its audience, as evidenced by letters to the editor written by readers. They say they have brought the magazine's articles to their healthcare providers, clipped checklists to have as a handy reference guide during testing and have been inspired by the content to make concrete changes in their own health and lives.
The average reader is a highly motivated 36- to 44-year-old woman. "What we know about her is that she is a very powerful healthcare consumer," says Cockey. "She makes 75 to 80 percent of all healthcare purchases, decisions and appointments, not just for herself, but for her whole family. Health for Women includes content that will help her in her own healthcare, but also with her partner, kids and aging relatives."
The magazine was created by the Association of Women's Health, Obstetric and Neonatal Nurses (AWHONN), which publishes the magazine in conjunction with
Wiley-Blackwell Publishing Inc. It is distributed to women by their nurses at no charge at the point of care in the U.S. and Canada. The circulation is controlled and qualified since nurses must make an independent request for the magazine and give AWHONN information to verify that they will be distributing the magazine to women at the point of care, says Cockey, who is also associate director of publications for AWHONN.
"What makes Health for Women different from any other magazine on the market is that even though it has the appealing look and feel of a consumer magazine, it's authored by experts," says Cockey. "It also goes through the same rigorous review and fact checking as AWHONN's scholarly journals."
The magazine has applied for ABC audit and plans are now underway to audit its Fall 2008 and Winter 2008/09 issues. Based on results of an independent survey, the publication has a pass-along rate of at least five readers per copy. In addition to the distribution at the point of care, women can buy a paid subscription at the magazine's
Web site: Health4WomenOnline.com.
Readers will recognize the names ofseveral of the magazine's popular featured columnists, such as New York Times bestselling authors "The YOU Docs," Dr. Mehmet Oz and Dr. Michael Roizen; sexuality expert and author Dr. Anne Katz, RN; and Dr. Carolyn Clancy, director of the Federal Agency for Healthcare Research and Quality.
"AWHONN is the standard-bearing organization for its specialties and a leading voice," says Cockey. "Women can trust the information they find in our publications.
It's always consistent with the standards of care for women and what we know from prevailing research."
Health for Women features a wide range of content, from clinical must-read articles to recipes and exercise routines- all with proven health, prevention and optimal living strategies. The magazine is divided into three major sections: health and wellness, food and fitness and mind and spirit. Articles in the most recent issue cover diverse topics, such as multivitamins, breast cancer screening and treatments and tips for a green, clean home. Because women are the primary purchasers of healthcare products for themselves and their families, natural tie-ins for advertising include products such as skin and body care, nutritional supplements and vitamins, healthy foods, feminine hygiene, and pharmaceuticals, to name just a few.
Moving forward, AWHONN will call on its strength and reputation in the healthcare field, as well as partnerships with federal agencies and other key players, in developing an extensive Web site to complement the magazine.
"At the end of the day, it's our goal to promote the health of women and their families with expert and evidence-based consumer information that's actionable," says Cockey. "For our readers, this magazine is a conversation in print with a healthcare expert."
For more AdweekMedia/SRDS Magazines to Watch coverage:
Magazines to Watch Introduction Part I
Magazines to Watch Introduction Part II
