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Nov 13th 2012

After a Nationwide Search Resulting in Over 1,200 Entries, We Are Proud to Announce the Six Next MAKERS

In partnership with Simple, Unilever's new facial skincare brand, AOL is honored to reveal the winners of the nationwide search for extraordinary women driving positive change in their communities.

Recognized as Next MAKERS for their leadership, vision, courage and ingenuity, Colonel Jill Chambers, Olivia Joy Stinson, Anna Rodriguez, Reshma Saujani, Emily May and Lydia Cincore-Templeton, will join our prestigious group of women on MAKERS.com.

The MAKERS community is inspired by the remarkable and heartfelt nominations that poured in, recognizing exceptional women across the country. We're privileged to bring to life the incredible stories of these Next MAKERS that will inspire the next generation of trailblazers. As a Next MAKER, each of these remarkable women will tell her unique story in a video on MAKERS.com and be awarded a $10,000 grant from Simple to continue pursuing the groundbreaking work in her community.

Stay tuned for videos, captured by Dyllan McGee and our filmmaking team, that will debut on MAKERS.com beginning December 17, 2012.
About the Next MAKERS:

  • Colonel Jill Chambers, Washington DC: Leading advocate for the military's new nationwide strategy to address Post Traumatic Stress Disorder
  • Olivia Joy Stinson, North Carolina: Founder of PEN Pals Book Club and Support Group for Children of Incarcerated Parents, a non-profit organization that she created at the age of 14
  • Anna Rodriguez, Florida: Founder of the Florida Coalition Against Human Trafficking
  • Reshma Saujani, New York: Founder and CEO of Girls Who Code, a non-profit that empowers students from low-income communities to use technology to become entrepreneurs
  • Emily May, New York: Founder and CEO of Hollaback, a non-profit that harnesses the power of information technology to combat street harassment
  • Lydia Cincore-Templeton, Los Angeles: CEO of Children Youth and Family Collaborative in Los Angeles, an organization devoted to improving the academic performance of foster youth
Read more about the launch of Next MAKERS here.

Oct 24th 2012

New Research from AOL Advertising: "The 7 Mom Archetypes Online"

We're excited to share with you some of our latest consumer insights from an AOL proprietary research study - this time it's all about Moms! (and for purposes of this study, we give them the capital M they deserve!)

Moms are consuming and sharing content online at exciting rates. Did you know that Moms are online every day and spend nearly 1 ½ hours each day with content?* And, did you know at AOL, over 73% of our Moms are sharing online content every month?** Knowing what busy lives Moms lead, this is a considerable amount of time for them to spend with digital content.
So, what content are Moms sharing and consuming online?

As marketers and publishers, we tend to have a very traditional view of Moms. Armed with this traditional view, there is a tendency to think that the content that matters most to Moms is primarily parenting content.

At AOL, we know that she is more than a mother. Moms play many roles in their lives, in addition to the role of parent. We felt that by learning more about their needs and motivations - both as Moms and as Women – it would lead us to a deeper understanding of the online content they value. And it would be this understanding that, in turn, would help AOL and our advertising partners program SMARTER for Moms.

What we uncovered through our research was truly exciting. We learned there are 7 distinct archetypes of Moms online. All of them have unique personalities, priorities, passion areas, and most importantly, content needs.

After months of researching and analyzing, here is the list we have compiled of the 7 Mom Archetypes online:

1. Social Expressionista: Community-oriented, this Mom relies heavily on her social networks to express her views, fuel her creativity, and share her latest projects.
2. Alpha Trendsetter: The "IT" Mom all the other Moms look up to. She is a fashion trendsetter, a leader, and an influencer. But, this Mom understands she can always be better so she looks to educate herself with the latest information on everything.
3. Shopsessive: She may be a bit of a know-it-all but she actively shares and spreads her expert knowledge with everyone around her. This Mom is tapped into ALL the latest products.
4. Business-wired: Classic and sophisticated, she balances her life as a businesswoman and a Mom. She's online for work and to stay connected to home. She goes offline when she is with her family.
5. Mom-centric: Being a Mom means everything to her. She strives to be the best Mom she can be. Everything she does, she does with her kids in mind.
6. Intelligentle: Simple, practical and informed describes this Mom best. Actively contributes to bettering the environment for her & her family.
7. Spiritual Provider: She takes pride in providing for her family. She is a traditional and spiritual Mom. Sometimes she's so focused on being a good provider, she forgets about herself.
I had the great pleasure of unveiling the 7 Mom Archetypes and their unique digital content needs at the 8th annual Marketing to Moms Conference this week in Chicago, IL. AOL was proud to be a speaker and an associate sponsor of this year's event. In addition to outlining the 7 Mom Archetypes, we offered marketers three key strategies that they can execute in order to deliver content that is more meaningfully suited to each of these Moms. You can download the presentation here.

We took our rich learning around Moms' content needs and applied it not only to our programming approach within our Women's Lifestyle brands - such as StyleList and Homesessive - but also to our advertising solutions.

We are proud to announce that we have a brand new advanced targeting advertising solution - the first of its kind at AOL. This targeting solution goes beyond demographic targeting and enables advertisers to target these unique and distinct 7 Mom Archetypes based on their psychographic mindsets.

AOL has been connecting with Women and Moms throughout our 27-year history. This history is built upon a rich foundation of insights and a deep desire for learning more about our consumers.

In 2011, we partnered with Bovitz Inc. to conduct a quantitative and qualitative research study of Women. In this study, we surveyed over 6,000 Women online and followed up with a portion of them through a series of in-depth interviews. Following the success of the Women's segmentation, we further mined this robust research to extract the most relevant and compelling insights around Moms.

We hope that this unique learning will benefit our advertisers as well as the 45 million Moms* that visit our AOL brands each month.

To download this study in PDF form, click here. To learn more about AOL's Advertising products and solutions, visit http://advertising.aol.com/.


*Source: comScore Inc., Q3 2012
**Source: AOL Women's Segment A&U Survey, August 2011

Sep 26th 2012

The MAKERS Story Grows with Two Writers

The MAKERS gallery of videos about groundbreaking women of the past 50 years now features the stories of a writer who found her calling in writing cookbooks for families, and the first female Mexican-American writer whose work was taken on by a mainstream publisher.

Amanda Haas is a cookbook author, recipe tester and founder of One Family One Meal, a website that provides free recipes, menu plans and shopping lists for families.

After a few post-collegiate years working at Williams-Sonoma, Haas found her calling when she attended culinary school. She has since tested and developed more than 400 recipes for dozens of cookbooks, including the IACP Cookbook of the Year recipient A16 Food + Wine. As manager of Williams-Sonoma's test kitchen, Haas has filmed over 50 instructional cooking videos featured on Williams-Sonoma.com. Her first book, "Cooking Light Real Family Food: Simple & Easy Recipes Your Whole Family Will Love," was published Sept 4.

Sandra Cisneros is a Mexican-American novelist, poet and short story writer. Her books include "The House on Mango Street," "Caramelo" and "Woman Hollering Creek." She's the recipient of a fellowship from the National Endowment for the Arts as well as a Macarthur "Genius" Grant. Cisneros was born in Chicago in 1954, the only girl among seven siblings. The family shuttled between Chicago and Mexico City before finally settling in the area of Chicago known as Humbolt Park, a neighborhood that would later provide inspirations for "The House on Mango Street."

Cisneros began writing as a teenager, serving as the editor of her high school's literary magazine. She went on to study English literature at Loyola University in Chicago before earning her Master or Fine Arts at the prestigious Iowa Writers Workshop.

In addition to her novels, books of poetry and short stories, Cisneros has also taught writing at nearly every level, from grade school to graduate school. She's also been a visiting writer at several universities including the University of California, Berkeley, and the University of Michigan, Ann Arbor. As the first female Mexican-American writer to have her work published by a mainstream publisher, Cisneros has seen her books translated worldwide and "The House on Mango Street" remains required reading in middle schools, high schools and universities across the country.

Learn more about Sandra in this video:




For more inspiring stories, visit MAKERS.com

Aug 29th 2012

MAKERS Adds House Leader, Union Leader


The MAKERS.com video library continues to grow with first-person stories from women who are firsts in their fields. This week's newcomers: the first female Speaker of the House and the founder of the United Farm Workers.

Nancy Pelosi is Minority Leader of the U.S. House of Representatives and represents California's eighth district as a member of the Democratic Party. In 2007 she became the 60th Speaker of the House and the first female Speaker in American history, a position she held until 2011.

Dolores Huerta is a union leader and activist for the rights of farm workers and women. Along with Cesar Chavez, she founded the first successful farm workers union in the country, the United Farm Workers, in 1962. She's a recipient of the Presidential Medal of Freedom. Huerta has stepped down from her position at the UFW, but continues to lecture on worker's issues and women's issues around the country.

In addition to the Presidential Medal of Freedom, she's received numerous awards and recognitions-among them the Eleanor Roosevelt Humans Rights Award from President Clinton in l998, the Ohtli award from the Mexican government and nine honorary doctorates from universities throughout the U.S.

Learn more about Dolores by watching this video:




Check out MAKERS.com to hear more incredible stories.

Aug 16th 2012

Nationwide Search for Women Who Are Transforming America!


In partnership with Unilever's new Simple facial skincare brand, AOL is excited to launch a nationwide search to find extraordinary women who can become recognized as "Next MAKERS." For the next six weeks, individuals can nominate themselves or women in their own lives who have made a remarkable impact to their local communities, are viewed as role models and inspire people around them to take action.

Six remarkable women from across the country will ultimately be selected to tell their stories in videos that will appear on MAKERS.com and receive a$10,000 grantso they can continue to do great work in their communities. The winning Next MAKERS will fly to New York City to attend an intimate dinner hosted by MAKERS and Simple and film their stories with the award-winning MAKERS filmmaking team.





AOL is proud to continue sharing the authentic, personal and previously untold stories of inspiring women with Next MAKERS. Think you or a peer has what it takes? Visit MAKERS.com/NextMAKERS or Facebook.com/SimpleSkincare to learn more information and nominate someone today!

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