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Crossover Publication: Health For Women

• Posted January 31st 2008
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• by Janice

The Association of Women’s Health, Obstetric and Neonatal Nurses (AWHONN) has recently partnered with Wiley-Blackwell to launch Health For Women, a consumer magazine that is distributed by nurses to their patients. This initiative represents the type of crossover opportunity that more scholarly publishers will be pursuing. (Note, Wiley-Blackwell also publishes the scholarly journal, Nursing for Women’s Health, with AWHONN.)

This isn’t the first attempt by AWHONN to publish for a consumer audience. The first try, Every Woman, was co-published with HealthSpring Communications and was shut down in 2006. Wiley-Blackwell has more experience and should be a stronger partner this time out. Like Every Woman, Health for Women will include content written by medical experts and will mix evidence-based medical content and lifestyle columns.

AWHONN and Wiley-Blackwell are continuing the same revenue model of controlled circulation via nurses at point-of-care, supplemented by paid subscriptions at $12/year for the quarterly publication. Advertising will be the dominant source of revenue. The magazine will launch in March 2008.

The consumer healthcare segment is experiencing high growth, and consumer publishing companies and producers of consumer health portals, such as Revolution Health, AOL Health, and EveryDay Health (to name just a few), are investing heavily in this segment to gain share. So expect to see an increasing number of these crossover publishing efforts as both scholarly publishers and consumer media companies seek to capitalize on consumer-driven healthcare.