GM's new media: 'Mommy bloggers'

2008-01-18T02:06:42Z

Detroit News Tuesday, January 15, 2008 by Laura Berman ]]>

Brandweek: Babes in BrandLand

2007-10-23T00:07:19Z

Brandweek, October 17, 2007 By T. L. Stanley Isabel Kallman echoes this point of view, both as a marketer and a parent. "Parents are smart enough to educate their children," said Kallman, CEO of Alpha Mom TV, a cable channel aimed at moms and a Web site that covers a raft of family topics. "They have to take the primary responsibility in regulating what kids do. It's our job to teach our kids about the world."]]>

Moms' world next frontier for television reality shows

2007-10-08T18:58:59Z

LA Daily News, October 7, 2007 ]]>

The Age of the 'Alpha Mom'

2007-08-29T22:13:32Z

US News & World Report, September 3, 2007 ]]>

Tuned In: Alpha moms know what's hot in parenting--and they could be your best marketers.

2007-08-20T19:47:54Z

Entrepreneur Magazine, September 2007 By James Park Marketers and businesses have been courting a new breed of do-it-all moms. These "alpha moms" are the leaders of the pack, keeping up on the newest products and trends and passing the word on to their mommy peers. "Alpha moms are incredibly influential," says Isabel Kallman, CEO of Alpha Mom TV, a new cable TV channel that targets moms. She says if alpha moms believe in a new product, they'll become advocates in promoting it by word-of-mouth. That's why Nintendo tested out the Wii on alpha-mom focus groups months before its release. So how do you reach these on-the-go moms? Try going online and researching networking sites where moms are known to hang out, such as ClubMom.com. "They're hungry for information," says Jen Singer of MommaSaid.net, a site with resources for moms, and author of 14 Hours 'Til Bedtime. "They hang out on the internet trying to find out what other people think about products." Alpha moms are a majority of the clientele at Lisa Johnson's Pilates studio, Studio Elle, in Brookline, Massachusetts. Johnson, 40, caters to their busy schedules by allowing the moms to arrange sessions online. Targeting alpha moms has been successful for Johnson, who projects 2007 sales of nearly $400,000. But Kallman warns that categorizing moms as alpha moms can backfire. "You need to understand they're all moms and they're all women," she says. "You should also appeal to the mom as a role and not her only identity." ]]>

The Advertising Show

2007-07-08T20:43:38Z

Listen to the interview here.]]>

Alpha mom? Slacker? Good Enough Mother?

2007-06-22T20:39:12Z

View Today Show segment here. My comments on this segment are here.]]>

McDonald's Recruits Mom to Be Ultimate Influencer

2007-06-08T20:35:51Z

View article (subscription required). My comments are here.]]>

Oh, Mother! Marketers Struggle to Categorize an Increasingly Complex Demo

2007-05-21T20:32:20Z

View article (subscription required) ]]>

Alpha Moms Tell Marketers Where To Go

2007-05-15T20:20:27Z

View the video segment here. ]]>

Alpha Mom

2007-05-13T20:14:57Z

View image ]]>

Are you an Alpha mom? Or hope to be one?

2007-04-27T20:12:47Z

Click here for the Today Show segment and accompanying article.]]>

Madison Avenue Discovers Alpha Moms

2007-04-09T19:54:43Z

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Alpha Moms leap to top of trendsetters

2007-03-27T19:58:55Z

View article from Front Page of USA Today's Money Section ]]>

Alpha Moms: Trend to Watch in 2007

2006-12-18T19:38:25Z

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