Laila appears on the cover of Health for Women, a new, quarterly magazine published by the Association of Women's Health, Obstetric and Neonatal Nurses (AWHONN). A recent Brandweek article discusses this new magazine and it's key features.
Brandweek
Health for Women Connects Readers With Expect Advice
With the look of a consumer magazine and the authority of expert content from a leading nurses' association, Health for Women reached a half million, health-motivated women - primary healthcare decision-makers for themselves and their families.
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 depp 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 expects," 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 website: Health4WomenOnline.com.
Readers will recognize the magaine's popular featured columnists, such as New York Times best-selling authors "The YOU Docs," Dr. Mehmet Oz and Dr. Michael Roizen; sexuality expert 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 for women's health," 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 themsleves 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."
