Working Mother sells diet to captive audience
Remember how Working Mother “teamed up with” Medela to sell more breast pumps make sure companies support breastfeeding employees? Well, Working Mother also is “in partnership with” Kraft Foods Inc. to sell diet food offer employees “nutritious food.”
Kraft (a “100 best” company and major advertiser) and Working Mother held the “first-ever Office Kitchen Takeover” at SC Johnson‘s corporate and manufacturing facilities in Racine, Wis. (SC Johnson is a “100 best” company and major advertiser.) They stocked the company’s kitchen for a day with Kraft’s South Beach Diet prepackaged foods on Sept. 18, 2007, for a captive audience of some 2,500 employees.
“SC Johnson is on our ’100 Best Companies’ due to its family-oriented culture and its commitment to helping employees strike a good work/life balance,” says Tammy Palazzo, Vice President of Research and Women’s Initiative, Working Mother Magazine. “The South Beach Diet(R) Office Kitchen Takeover awards the company even further by providing healthier food options for busy employees — from the convenience of their own office cafeteria.”
Touted as healthy, convenient, nutritious and delicious, the South Beach Diet is a weight-loss plan, according to Kraft’s own press release, with three phases that couldn’t possibly have been implemented in one day. What’s next? Weekly weigh-ins?
If they were really interested in providing employees with healthy snacks, why not “take over” the kitchen with baskets of fruits, vegetables and nuts? But where’s the selling point in that?
Not only does Working Mother offer its 2.2 million readers as a target audience for advertisers, it now uses employees of “100 best” companies/advertisers as a captive target audience.
Posted by Becky @
2:53 pm |
Canon ethics
I wrote a few days ago about Canon and the yuck factor of E&P’s magazine cover. It seems some professional photographers think Canon stepped over the ethical line in other cases.
Posted by Becky @
6:53 pm |
Focus group tests language to sell war against Iran
According to Mother Jones, Martin Focus Groups of Alexandria, Va., paid participants $150 to answer questions about what language would best sell military action against Iran to the American public.
How would you feel if Hillary [Clinton] bombed Iran? How would you feel if George Bush bombed Iran? And how would you feel if Israel bombed Iran?
Mother Jones first reported that the focus group was sponsored by Freedom’s Watch (whose literature accompanied the focus group), but it turns out it was commissioned by the Israel Project and designed by Public Opinion Strategies.
What does this mean? Probably a lot more stories in mainstream media via press releases and other means.
Stay tuned.
Posted by Becky @
2:04 pm |
Working Mother works for … you?
What a teleconference! Oh, the things they plan to do! For you!
- Paid family leave?
- Paid sick leave?
- Paid vacation days?
- Portable, affordable health insurance?
- High-quality, affordable childcare and preschool?
:::Shh! Hear that? That’s the sound of corporate executives across the country having a collective heart attack.:::
Nah, not really. The teleconference was a platform for Working Mother to roll out its latest venture: to give “best of congress” awards every two years (starting in September 2008) to members of Congress “in recognition of their leadership in improving the quality of life for working families.”
But I’m jumping ahead. Here’s what happened.
Donna Klein, who earns $200,000 a year as founder and CEO of Corporate Voices, read her welcoming remarks and said we would hear from Rep. Deborah Pryce, R-Ohio, Working Mother Media CEO Carol Evans and Jami Taylor, a mother and activist. Klein tossed out some statistics — that the American workforce was under increasing pressure to meet the goals of a global economy and that childcare-related absences cost business $3 billion a year. (The $3 billion a year is a statistic from 1991 by an organization, Child Care Action Campaign, that apparently no longer exists.)
She mentioned that more than 30 bills dealing with family issues — FMLA, childcare-subsidy increases, workplace flexibility, etc. — were before Congress. She gave statistics about breastfeeding and encouraged working mothers to “advocate for lactation space” because “many employers are open to suggestions.”
Evans also talked about breastfeeding and lactation rooms. Which made me wonder … why are they so focused on lactation rooms?
Then I found this.
A full-page advertisement in Working Mother’s October 2007 issue by Medela, a major breast-pump manufacturer, said that Working Mother “teamed up with” Medela “to gain a better understanding of what the Working Mother 100 Best Companies are doing to help support their employees who are breastfeeding.” Medela offers — for a price — services to corporate clients through its Healthy Babies, Happy Moms, Inc. (That’s one of their corporate lactation rooms in the picture.)
Business ears perked up with the news in 2005 that 73 percent of mothers were breastfeeding. Considering that the United States has a high percentage of working mothers yet offers no guaranteed paid maternity leave … well, you do the math. What did Medela hear? Ka-ching! If maternity leaves were kept at the bare minimum or non-existent, Medela got to sell more breast pumps. Eh?
According to a Jan. 10, 2007, Wall Street Journal article, “it is all about business plans, market share and product placement.”
In another lift to sales, nursing products are being reconceived as fashion accessories. Celebrities have discussed their nursing protocols with the news media. When U.S. pump company Medela Inc., a unit of Medela Holding AG of Switzerland, sought to put its products on TV shows three years ago, it found no takers. Last fall, its pumps were included in story lines on “ER,” “Weeds,” and “The Office.”
(Medela, based in McHenry, Ill., is affiliated with the U.S. Chamber of Commerce via its membership in the McHenry Area Chamber of Commerce.)
Back to the teleconference.
Pryce mentioned several initiatives before Congress (mortgage foreclosures, war on terror, health care, education, SCHIP) to illustrate “that Congress is always working on something that can affect you,” but she didn’t mention where she stood on any of the issues.
She also didn’t mention that she has been endorsed by the U.S. Chamber of Commerce, which should offer an idea on where she stands on issues important to employees and working families. Here’s her voting record. Here’s who gives her money.
Next up was Evans, who was introduced as having “surprising” news. Evans went through the list of lists her magazine publishes (100 best, best small companies, best law firms, etc.). Then she talked about a survey of 500 women that revealed the No. 1 reason they work was for money. The No. 2 “surprising” answer was to use talents and training. No. 3 was to be great role models for their children. (She didn’t give specifics of the survey, so I don’t know when or by whom it was conducted.)
Why was the No. 2 answer a stop-the-presses! surprise? Got me. What did she expect the answer to be? Besides, it wasn’t clear what this “surprise” had to do with advocacy.
Here are her suggestions for callers to “get involved.”
- Ask your company to apply for our list.
- Express your voice through our MomBlog (at workingmother.com, natch).
Next up was Jami Leigh Taylor with “an amazing story of courage and triumph.” Taylor explained that she had been working for a few years on availability and accessibility of maternity insurance. They paid $22,000 out-of-pocket for a healthy pregnancy with no complications because her husband’s company dropped its maternity coverage just before she had a baby. Here are her tips.
- Start with congressional staff. Make friends with the chief of staff.
- Attend events they are already scheduled to attend.
- Bring the kids! (Whisk them out if they get too fussy.)
- Look at it as a way to get dressed up and go out on a date!
The results of her BFF-ships with staffers? Has she gotten anyone to write legislation or pass laws? Dunno. She didn’t say.
After a few questions, the teleconference ended.
So what did we learn?
- Working Mother and Corporate Voices will give “best of congress” awards.
- Evans was surprised! that women work to use their talents and training.
- Ask your boss for a lactation room.
- Take the kids to meet your senator or representative!
Posted by Becky @
9:04 pm |
E&P photos of the year cover
The November 2007 issue of Editor & Publisher showcases its “Eighth Annual Photos of the Year.” The magazine (not the cover posted online) has a yellow sticker:
Also on the cover is a photograph of the grand-prize winner, camera in hand. Clearly a Canon. Yeah, yeah. He won a Canon camera as the grand-prize winner. But, well, yuck.
“Turn the camera a little to the right. We can’t see the logo.”
Yeah, yeah. It’s a magazine cover, not a news photo. But still. Yuck.
In other E&P news, “What Do Women Want?” [Scratching head.]
Newspapers are losing working mothers and time-pressed single women even faster than they are losing readers overall. Adult newspaper readership has dwindled from more than 80% of the total audience in 1964 to 49.9% last year, according to Scarborough Research and the Newspaper Association of America (NAA). But in 1964, only about 2% fewer women read newspapers than men. That gap stood at nearly 5% in 2006, with readership among men being 52.3% and women 47.6%. This gender gap is not just a U.S. problem, but shows up in nearly every nation, the World Association of Newspapers reported last year.
While I would dearly love to pick apart the numbers (a 3 percent gender-gap increase in 42 years … stop the presses!), I just don’t have time. I skimmed the article because, well, apparently I’m a “habitual skimmer.”
Some of the most powerful themes for women are the health and wellness of their children. Women are “habitual skimmers,” so stories should be short to attract female readers, says Skoloda. Research shows they like brief and bulleted formats, but they also want personal stories. “USA Today certainly has a format that has been very appealing to women,” she adds. Another favorite: The Wall Street Journal’s “Weekend Journal.”
So keep the stories short, bub. Hey, here’s an idea. Why not make everything pink? I hear girls love pink.
Posted by Becky @
12:26 am |
What Working Mother magazine won’t tell you: Global gender gap
If things are going so well for American working mothers, why did the United States fall from 23rd place to 31st place on the Global Gender Report?
Posted by Becky @
10:26 am |
Viva Viagra? Oh, no, they didn’t!
Oh, yes. They did. Think that’s cheesy? Check out Pfizer’s official Viagra Web site. Yeesh.
I realize this commercial started airing earlier this summer, but I just heard it for the first time last week. Lisa Marie Presley has called it “revolting,” but she doesn’t own the rights to the song so she has no control over it.
Who knows. If Elvis were still around, maybe he’d be tempted to sing it himself.
Posted by Becky @
10:33 pm |
What Working Mother magazine and WSJ’s Work & Family columnist won’t tell you
I mentioned that TIME published an article questioning the Working Mother magazine “100 best” list, but I didn’t get around to adding that WSJ.com questioned the list too. Sara Schaefer Muñoz of The Juggle posted “Do Family-Friendly Companies Live Up to Their Claim?” on Sept. 25, 2007.
Nine days later, The Wall Street Journal‘s Work & Family columnist Sue Shellenbarger wrote “What Makes a Company A Great Place to Work Today” (on the same page as the “soft” benefits article) on Oct. 4, 2007.
Shellenbarger (who was named one of America’s “25 Most Influential Working Mothers” by Working Mother magazine in 1997, according to a lecture bio) started with, “Tis the season for workplace rankings, with ‘best-workplace’ lists sprouting everywhere this fall,” and she mentioned Working Mother magazine’s list, as well as Business Week‘s “Best Places to Launch a Career” list. Then she broke it into “what’s hot” and “what’s not” categories.
Hot
Flexibility. She mentioned AstraZeneca, where “more than two-thirds of the 30 employees in a medical-resources group are regular users of alternative setups tailored to their needs.” (That’s 20 employees.) Which is odd because Working Mother said 90 percent of employees at the main office — almost 2,700 employees — worked some sort of flexible schedule. In any case, neither Working Mother nor Shellenbarger offered more details.
She wrote that in Abbott‘s office in Ohio, “75 percent of 108 employees are on flexible work setups and the rest have day-to-day flexibility.” That’s 81 employees.
Broader programs. She wrote that Pfizer and The Phoenix Cos. added paid paternity leave. Working Mother did not mention this about Phoenix on its list, but it did spell it out for Pfizer, which is actually impressive, relatively speaking, with 35 weeks of maternity leave (15 fully paid) for mothers and 26 weeks of paid leave for fathers and adoptive parents (six weeks fully paid). Even so, it’s still a far cry from what Pfizer employees in Norway and Sweden get.
Vacation time. She mentioned that at Xerox (not a Working Mother “100 best” company), employees can buy an extra vacation week.
Wait. That’s hot?
According to the Center for Economic Policy and Research‘s May 2007 “No-Vacation Nation” report, the United States is the only advanced economy in the world that does not guarantee its workers paid leave.
Here’s a chart from that report.
Xerox has employees in every country listed on the chart, meaning its employees in those countries get up to seven weeks paid leave (vacation and holidays) — guaranteed by law. Xerox employees in the United States buy vacation days.
Whew. Somebody open a window. That’s smokin’ hot.
…
This really deserves its own post, but since she mentioned Shellenbarger by name, I’ll put it here. Former Working Mother magazine editor Lisa Benenson gave publicity tips to corporate benefits managers at a Diversity Roundtable, called “A Journalist’s Perspective: Making the Grade Matters,” in 2002. (Benenson is now editor-in-chief of Hallmark Magazine, giving lessons on the TODAY show about “what flowers say.”)
What does it take to get a Sue Shellenbarger to laud your company in The Wall Street Journal … More importantly, why does it matter?
She referred to journalists who cover work/life issues as “some of your most important advocates.”
The end result of making any of the “Best Of” lists is a bountiful supply of positive news coverage that reflects well on the company, its leadership and employees. The companies that make a top 10 list get incredible publicity. There is nothing like it. There are thousands of media hits all across the country. You just get huge press coverage and recognition for the good work that you’re doing.
Benenson encouraged participants to “seriously consider subjecting their operations to the close scrutiny of journalistic investigation.”
Journalistic investigation? By whom?
Posted by Becky @
5:23 pm |
SLBTM: Unilever/Dove’s ‘real beauty’***
You’ve probably seen this advertisement, brought to you by good global citizen Unilever, maker of Dove products and mastermind behind the Campaign for Real Beauty, which launched in September 2004. Not only did ads show not-size-2 models to inspire positive self-image in women, they were supposed to “support a wider definition of beauty.” The campaign started a program with the Girl Scouts of the USA to “foster self-esteem among girls ages 8 to 17.” And, oh yeah, the ads were supposed to sell skin-firming cream. Hence, the slogan, “Stand Firm and Celebrate Your Curves.” Stand firm. Get it?
Then came the viral video Evolution that Unilever placed on YouTube. Then there was Pro-age. Now we have Onslaught, which warns, “Talk to your daughter before the beauty industry does.” Yeah. Or before Unilever does. Watch Onslaught carefully. It will look familiar in a minute.
Unilever has your cake and eats it too
Apparently for boys ages 8 to 17 (and beyond), however, Unilever uses the “Axe Effect” — complete with V.I.X.E.N.S. (Very Interactive Xtremely Entertaining Naughty Supermodels). After watching the introduction by the naughty maid, who spanked herself with a spatula for being bad (oh, and I can make her spank herself again … and again … and again …), I tried to download the interactive video game, which comes with voice recognition so you can “command” the V.I.X.E.N.S. to do what you want. Either they can tell I’m not a 12-year-old boy or every 12-year-old boy in the world is trying to download it at the same time.
I moan
I did get to the point of getting the application on my computer, when “Naomi” and friends chatted with me for a bit.
“Hi, I’m Naomi. And you know what that spells backwards.” (Nudge, nudge, wink, wink.)
But to make up for not getting the video game, I was able to enjoy the Bom Chicka Wah Wahs, who don’t need no stinkin’ self-affirming firming cream because they’re already a size 2. They don’t need no stinkin’ Campaign for Real Beauty because they’ve already perfected the “O” face while pole dancing, shaking the tassels on their lingerie and crawling like cats. Meow.
Hat tip: Campaign for a Commercial-Free Childhood
***SLBTM = Smells Like Bullshit To Me
Updated to add: Bob Garfield wrote a review in the Oct. 8, 2007, Advertising Age, “‘Onslaught’ is a triumph — if you don’t count the hypocrisy.” That’s the headline in the magazine. Online it’s “Dove’s New ‘Onslaught’ Ad a Triumph.” He sings the praises of the ad, saying that it “should get an Oscar,” and “Standing ovation here.”
A worthy cause, a brilliant strategy, a flawless video. It all amounts to something very close to perfection. So, yes, absolutely, four stars.
Just when I started squirming, he dropped this bomb.
Damn, if it just weren’t for the nagging hypocrisy of it all.
He went on to explain that Dove is a brand from Unilever, which also manufactures and markets the Axe/Lynx brand and Slim-Fast. As for the public-relations firm that produced the video, Ogilvy & Mather, “in a bit of horrifying/delicious irony,” he said, is the U.S. agency for the Barbie doll (Mattel).
(Originally posted Oct. 11, 2007)
Posted by Becky @
3:00 pm |
Working Mother “100 best” company is R-O-C-K-in-the-USA
Or you might say … it “loves me like a rock.”
Who do …
Who do you think you’re fooling?
Magpie Musing got it in the mail. Go see what she has to say about it.
…
Sorry. Can’t leave the “rock” song thing alone. Then there’s Life Is a Rock (But the Radio Rolled Me). If you forgot the tune, check this out. Then … sing away. (Just pretend it rhymes and has clever, witty lines to break things up. Or add your own.) Whee!
Abbott Accenture AEP Allstate Arnold & Porter AstraZeneca Bank of America Baptist Health South Florida Bayer BlueCross BlueShield Bon Secours Richmond Health System Booz Allen Hamilton Bristol-Myers Squibb Bronson Capital One Cardinal Health Carlson Children’s Healthcare of Atlanta Children’s Memorial Hospital Chrysler Cisco Systems Citi CJW Medical Center Colgate-Palmolive Cornell University Covington & Burling Credit Suisse Daszkal Bolton Deloitte Discovery Communications Dow Chemical Dow Corning DuPont Eli Lilly Ernst & Young FannieMae First Horizon National First National Bank of Omaha Ford Motor Co. Genentech General Electric General Mills GlaxoSmithKline GoldmanSachs Grant Thornton Harvard University Hewlett-Packard IBM Inova Health Systems Intel Johnson & Johnson JPMorgan Chase Katten Muchin Rosenman KPMG Kraft Foods Lehman Brothers Marriott International Massachusetts General Hospital MassMutual The McGraw-Hill Companies McKinsey & Company Merck Mercy Health System Merrill Lynch MetLife Microsoft Morgan Stanley Northern Michigan Regional Health System Northern Trust Northwestern Memorial Healthcare Novartis Patagonia Pearson Pfizer Phoenix Pillsbury Winthrop Shaw Pittman Pitt County Memorial Hospital PNC PricewaterhouseCoopers Principal Financial Prudential Financial Rodale RSM McGladrey SC Johnson Sanofi-Aventis Shering-Plough Scripps Health Texas Instruments Timberland TriHealth Turner Broadcasting UBS University of Wisconsin Hospital and Clinics Verizon Wireless VCU Health System Wachovia West Virginia University Hospitals Wyeth Yale-New Haven Hospital
Hat tip: Chewy
Posted by Becky @
7:37 pm |
