What gets me is how Parents magazine wants it both ways.
On one hand, they’re trying to appease to moms and dads by giving the magazine the name it has, yet when it comes right down to it, both stories and ads in nearly every issue largely speak only to moms.
It’s laughable how editors don’t even realize what they’re doing. Note the small print at the top: a Parents magazine logo, followed by the words, “Must-haves and must-dos for mom and family.”
So is this section for parents, or just moms?
Then you have the “Baby Depot Savvy Mom, Happy Baby Sweepstakes.” (The contest title is goofy enough: are dads not savvy, resulting in unhappy babies?) But here’s the real kicker: the contest was open to any legal resident 18 years and older – that means dads were allowed to enter a mom contest! Kind of reminds you of this weirdness, doesn’t it?
So, in one fell swoop we have dad exclusion, a contest not fully thought-out, and a marketing blunder that leaves egg on the face of both Parents magazine and Baby Depot.
It just goes to show you that it starts at the top.
Parents magazine could have talked to the advertiser about their contest gaffe, but without practicing what they preach (as in the magazine’s name), it’s hard to put the blame entirely on Baby Depot.
Let’s get back to the basics, Parents magazine. If you’re truly a mag for both mom and dad, start acting like it – and your advertisers will, too.