Our latest Forty Weeks baby has arrived! Gina gave birth (she did not even think about going into Labor until Lost was over!!!) on March 29 at 12:45 PM to Lucy Silber. Gina and Avi’s sweet little pea weighed in at 6 pounds, 11 ounces and has joined big sister Ella at home (where Ella now has a big girl room!). We send love and congratulations to the whole family and wish Gina lots of sleep!

Thanks to Celebrity Baby Blog Publisher, Danielle Friedland for inviting me to blog along! Forty Weeks will share the love with CBB readers ISO some fashion fixes! The new feature – Steal That Look Forty Weeks Style will take celebrity bump fashion and translate it into Main street speak. I will highlight some of the best looks and strategies for a chic Forty Weeks as seen on many a belly of note. Look for easy ways to click and dress your way to celebrity bump status starting next week.

As I (OK the entire world was talking about it) shared yesterday Child Magazine closed their print publishing operation today. Lots of lessons learned (many of which have the word COOKIE in them)> For me, the big take-away was the striking difference between the cold, hard statistical dump of an obit from the WSJ (death does not come cheap) vs. the over-analytic prose (they tried, they really tried) of a final farewell from the NYT…
Take a look:

WSJ:

Meredith to Close Child
In Print, Keep It Online
March 28, 2007; Page B4
Meredith Corp. said it would close its print version of Child magazine and maintain the title as an Internet product. The move will result in the loss of 30 jobs, said a spokesman for the Des Moines, Iowa, magazine publisher. Another 30 jobs throughout the company will be eliminated as a result of realignment and restructuring. Meredith, which publishes 25 subscription magazines and owns televisions stations and Web sites, said it would record a $3 million severance-related charge. It said it also will record a charge of $7 million to write off the assets of Child magazine, mostly deferred subscription-acquisition costs. The last print edition of Child will be the June/July issue.

NYT:

New York Times
March 28, 2007
Child to End Publication, but Web Site Will Continue
By LOUISE STORY
As goes Life, so goes Child.
The Meredith Corporation, a book and magazine publisher, said yesterday that Child magazine would be printed for the last time this spring, although the magazine’s Web site will continue to post original content. The company announced the move as part of a broader restructuring that will eliminate 60 jobs, 30 of them at Child.
The strategy is starting to sound familiar in the magazine industry. This month, Hachette Filipacchi said it would stop printing the American version of Premiere, the movie magazine, but keep its Web site. And Time Inc. said Monday that it would cease publication of Life, though it will make the magazine’s photograph archive available free online.
Meredith said that Child’s Web site would become part of a parenting portal that will have its debut in July and include Parents, American Baby and Family Circle, three of the company’s other titles.
Child lost a substantial number of readers last year and faced competition from new titles like Cookie, an upscale parenting magazine introduced by Condé Nast in late 2005. Child’s circulation fell 18.5 percent last year to 740,534 paid subscribers in the second half of the year, according to the Audit Bureau of Circulations.
“Cookie’s going after the same market that Child was always trying to go after, and they’re doing it better,” said Kelly Foster, senior partner and print director for MindShare, a media-buying agency in the WPP Group.
Parenting magazines, like wedding magazines, have the perennial challenge of finding new readers once the target audience stops feeling the need to subscribe. These days such magazines must also compete with the Internet; in the case of Child, some readers now go to sites like BabyCenter.com for information.
Subscribers to Child will be able to choose whether they want a refund or to receive Parents magazine instead, said Patrick Taylor, a spokesman for Meredith. Meredith bought Child and other titles from Gruner + Jahr in 2005.

Note to self — Louise Story gets to cover my demise!

Meredith pulled the plug on Child Magazine today - no profits = no more issues I hear…The last issue is scheudled for June/July. We have absolutely adored working with Miriam, Kelley, Amy and co. And while we “get” the big picture here — we will miss Child.

On the grandparent front:

I did a little observational work at the park on Hudson (NYC) for a bit on Sunday – just taking in the scene and watching the parenting world in motion…I ended up in the most fabulous conversation with fellow bench warmers – the grandparents…most, while completely present and experiential, are both interested (asking about the Stokke v. the Svan for example) and miffed (why are there so many nannies here on a Sunday?)…and certainly full of opinions though most admitted to “keeping their mouths shut” especially when there was a daughter-in-law involved….They love seeing the level of Dad involvement. They are overwhelmed by the “stuff” factor and they admit that “urban parenting” is much different than their own experience. I am not sure if urban or modern really is the factor – the main notion is saying little and keeping the enjoyment factor high….read as – “we know better than to say anything”. Obviously my mother has never heard of this concept!

On a related grandparent note – word has it that Ruby Maguire’s Grandpa- Ron Meyer now has a tattoo reading “Ruby”….let’s hope Jen does not have too many spiedy babies – this could get to be a great deal of ink!

This is the perfect day for strolling (seriously am I supposed to work today?!?!)…SO - don’t forget to jump over to Celebrity Baby Blog to win one of the amazing “Be Fruitful” limited edition Cynthia Rowley strollers by Graco. This is a very hot little number(there were only a few made - meaning it is cute and cool) and super adorable too…and please don’t say we never gave you anything!

We hear from many prospective new clients on a weekly basis. They find us via our former or existing clients (referrals), they read about us, or they happen upon Fortyweeks.com. Many have intriguing new concepts, others have brands that have grown to a point of needing assistance to get to the next level, and some are brands outside of the category seeking a guide to help navigate the market. All are eager to enlist our services to reach the new and expectant parent market and we are grateful for their interest. And we do love being part of the excitement of a brand in transition, growth or even a launch.

So, we take the call, research the line and evaluate it…

Of course, when we get on the phone with these prospective clients, the most common question is, without fail, “how much will this cost” – and understandably so – we all have budgets. So, yes – it is reasonable to ask how much something will cost. And really, the key question to ask of any new or potential partner should be about expectations and in specific time related expectations. For example - How long will it take to see results?

Ahhh – now that is a good question. Ask me and I will tell you (or listen when I do) how media takes a while to hit and then once it does it takes time to reach a critical mass. And that critical mass creates enough energy to move consumers and retailers alike into motion and then, only then will you start to feel the true effects and the power of what we do.

This would explain why one of our (former) clients had their biggest day ever last week. This after 7 months working with us and two weeks not! Their website is selling maternity fashion like there’s no tomorrow…we love that! We expected that. It comes with the territory (what we did not expect was how many people called to congratulate us!).

The work we do requires patience and trust on the part of our clients. This is not unique to Forty Weeks – this is the way it works. And as scary as it may to be sit tight – it is necessary. And when it hits – when all the elements come together and you can take a step back and see the picture that we have made of tiny little dots – like a well composed pointillist panting, (Mom, that Pisaro reference was for you) you are going to be in awe…and like what you see.

So, knowing we can’t change the way this works. And knowing that we do it as well as it can be done. I just wanted to put this thought out there - patience….

Just when you think we are all getting on the same page this shows up IN MY CAR, ON MY RADIO, IN EARSHOT OF MY KIDS….THIS SHIT

Is this some sort of punishment for liking that Gwen Stefani single a little too much? For embarrassing my children by getting my groove on in the car one time too many? I don’t know…

I am in Washington, DC. This is a town of great intellectual prowess and career achievement for women — there are many powerful mothers in this town. Yet, it seems that the ratings war can be won by having a MILF Madness contest?

I am sick to my evolved little stomach, and must leave for NYC ASAP, of course I am sure the Times will have a doozy of an article waiting for me there, and really then - I will head straight to the showroom and get into my Baby Jogger and cry….

In a quick skim of the dailies, I saw an intriguing piece in the NYT Styles section (come on, you know the drill – Sunday is Page Six, Styles and then the harder news)….a mirror being tested by a few brands that allows your world to come (virtually) shopping with you. As I read the tale of the still primitive technology that allows your social network to join on shopping adventures, contribute their two-cents and overall experience it as if they were hanging with you – of course their comments, feedback and “I think your could do betters” come via IMs that post on the mirror, but still - I was awakened!

I became absolutely giddy with thoughts of applying this technology to maternity shopping….Invite your message board, invite your best friend, invite your CBE classmates, invite your stylist, hell – invite me! What an opportunity for my independent maternity retailers to use the interest of certain non-clothing brands to create a meaningful presence in store by adding to the experiential nature of maternity shopping. I simply adore this concept – as I said, it is making me positively giddy, and it would work. I know just the retailer too…Shannon, expect a call!

Forty Weeks has signed on to do two more Baby by Design special sections with In Style Magazine for 2007. We will develop our now signature sections for both June and October with a unique editorial theme in each one. Expect great content, promotional programs and maybe, just maybe a few major surprises! If I told you, I might have to kill you! And do stay tuned.

June closes soon, soon — so find me if you want to know more!