Case Study

Exploring Motherhood With 'MommyCast'

Heninger, Vogelzang Talk Mom Issues in Web Series

By Published on .

The Creators: Friends and fellow moms Paige Heninger and Gretchen Vogelzang created the Web series and companion audio podcast "Mommycast" in 2005. Between them they have seven children and held a variety of jobs before launching their online series in 2005.

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The Distributors: MommyCast is carried on, iTunes, YouTube and sponsors' sites such as Episodes generate from several hundred thousand views to more than 1 million views, depending on the topic.

The Sponsors: Because it appeals to moms and covers parenting, "Mommycast" has attracted advertisers from the get-go, including Dixie and Pampers. Dixie was the first sponsor and came on board to back the audio version. "An account manager for the Dixie brand said his wife was a 'Mommycast' fan and she told him about the show and he then pitched it to Dixie," Ms. Vogelzang said.

The Content: In "Mommycast" Heninger and Vogelzang discuss topics of interest to moms related to health, home products, food and nutrition, education, technology and music. The videos run about five minutes.

Backstory: The creative spark for the show came from Ms. Vogelzang's husband, who suggested she and Ms. Heninger launch a podcast for moms. The show was up and running a few months later and generated national press attention on morning shows and in trade magazines like Hollywood Reporter. The podcast also landed on the home page of iTunes a number of times. When the pair of moms reviewed the movie "March of the Penguins," the film studio Warner Independent Pictures credited their review with driving some traffic to the movie. "When we first started the show we were lucky our parents were watching," Ms. Heninger said. On the business side, they work with digital studio Media Rights Capital and are repped by Endeavor.

Endgame: "We want to go as far as we possibly can, but we have no idea what that is," Ms. Vogelzang said. "It could end tomorrow and it would be fun because we've had a great ride."
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