'Changing the world one diaper at a
time'
And Baby magazine's publisher explains the importance of catering to gay parents
by J.A. Lopata
BROOKLYN, New York - Five years ago, when Michelle Darné and her partner Kathleen were looking to raise kids, Darné assumed that there would be publications catering to a couple of lesbians in the family way.
For a woman who had spent over 15 years working in publishing,
it was a surprise to discover that what little information there
was for her was fragmented.
So what was an entrepreneurial-minded young woman to do? Start a
new publication, of course.
After some industry inquiries, a bit of market research, and a
great deal of interest from the gay community, And Baby was born
in July 2001 as the only full-color glossy magazine that caters
to gay parents.
Its six annual issues cover topics of unique concern to
non-traditional families.
Features concerning artificial insemination and adoption
practices get the family ball rolling for non-breeders.
Articles about grade-schoolers experiencing prejudice because of
their parents’ sexual orientation, and how to include your kid
in your same-sex wedding ceremony appeal to parents with growing
children.
Another article from a recent issue asks, “Will my kids by gay?”
Needless to say, the article addresses the question from a far
different perspective than mainstream publications might.
With most parental periodicals honing in on narrow age ranges,
the womb to ivory tower coverage, says Darné, is another unique
aspect of the periodical.
But just because the audience is non-traditional, doesn’t mean
that And Baby doesn’t cover topics of importance to every
parent. “How to potty train, saving money for college and
handling alcohol” are all covered in And Baby, says Darné. “A
lot of our coverage is general. Potty training is potty
training.”
Even so, Darné goes on, “our readership expects us to expand
boundaries. For our readers, it’s about making choices.”
And so And Baby doesn’t shy away from presenting some very
non-traditional options.
A recent article, entitled “Changing the world one diaper at a
time,” examines the social effect that gay parents are having on
the world simply by choosing to raise children as out gay
parents.
The most controversial topic Darné recalls the publication
covering concerned male breast feeding. “We can take risks,”
says Darné.
Those risks have been paying off, not only in catering to And
Baby’s target gay audience, but Darné has been pleased to be
attracting a roughly ten percent mainstream readership who are
looking for interesting alternatives.
And Baby has also been attracting a unique array of advertisers.
An ad asking “Got sperm?” from Cryo Biology Company, an ad from
gay mainstay GLAAD (Gay & Lesbian Alliance Against Defamation),
and an ad from the ubiquitous and mainstream Fresh Air Fund
provide examples of the range of corporate interest that And
Baby is attracting.
Naturally, some of the attention that And Baby attracts is
unwanted. But with only about 2% of written responses reflecting
a right wing hate mail campaign, Darné expresses confidence in
the direction that the publication is growing.
“The truth is that the Ozzie and Harriet family doesn’t exist
anymore,” says Darné.
And with a circulation that has grown to 100,000, it is clear
that there is a need for And Baby.
Darné’s favorite issue each year consists of an annual survey of
“incredible parents.” In that issue, she says that she finds
inspiration from “wonderful parents doing wonderful things.”
Darné and her partner have been practicing what they preach.
Darné, after reading enough of her own publication and what her
writers were telling her, decided to move her family from
Brooklyn, New York to the greener pastures just outside of San
Francisco in California.
Darné will continue to commute between the magazine’s two main
offices in Brooklyn and San Francisco. But with a yard and a
better school system, Darné hopes to bring better things to her
growing family.
For more information on And Baby, connect to
www.andbabymag.com.
Photo: Michelle and family
Photographer: Darcie Fitzpatrick
This piece first appeared in "In Newsweekly: New England's largest gay, lesbian, bisexual and transgender newspaper."
August 19, 2004