Working Mother Jumps on Celeb Cover Bandwagon | Adweek Working Mother Jumps on Celeb Cover Bandwagon | Adweek
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Working Mother Jumps on Celeb Cover Bandwagon

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The newsstand is getting more crowded with celeb covers.

Prevention, Scholastic Parent & Child and now Working Mother have recently starting using stars on their covers. Working Mother will debut its new strategy with former Olympian Kristi Yamaguchi and one of her kids on the February/March cover, after years of picturing ordinary working moms with their kids. Kelly Rutherford from The CW’s Gossip Girl will appear on the April cover.

“Readers have really responded to our ‘guest stars’ column featuring celebrity moms,” said Suzanne Riss, editor in chief of the Bonnier title. “I felt it made sense to make this popular column part of our cover strategy.” Riss also will bump up the humor and entertainment content.

Rodale’s Prevention editor Liz Vaccariello switched to celebrities a few months ago. Parent & Child tapped star mom Julianne Moore for its first celebrity cover.

The editors of those magazines said that they felt celebrity women and moms’ images would be uplifting to their readers. “In today’s culture, more women are turning to celebrities as examples of how to live their lives,” Vaccariello said via e-mail. “There’s a sense of shared community [in] knowing that a Teri Hatcher [February’s cover]…has the same challenges they do.”

Editors also have an eye on the newsstand, where magazines are competing hard for consumers’ dollars. “I can’t see it hurting,” said Riss.