UY - August 14, 2002 (PRN):Even as media giants Bertelsmann, AOL Time Warner and Adelphia hit rough terrain and threaten to break apart, one independent media company - Working Mother Media (WMM) - is rising rapidly.

This month, as one of several new initiatives, WMM introduces a revamped, redesigned Working Mother magazine, with a fresh editorial focus and design, on newsstands August 13, 2002. Its new tagline "The Smart Guide for a Whole Life" captures the magazine's new synergy and focus.

Carol Evans, CEO of Working Mother Media and former publisher of Working Mother, comments that "while others might be daunted by a challenging economy, I believe any time is the right time, if you have a big idea." She explains that the magazine "played an integral part in my early career. When it was up for sale last year, I knew in my heart that somebody had to save this publication for today's career-committed moms and the next generation of working mothers."

Evans helped launch the original Working Mother in 1979 and stayed with it for ten years. As it faltered last summer, she purchased the entire media company, backed by investor group MCG Capital of Arlington, VA.

Everything about Working Mother is new except its name and its powerful annual "100 Best Companies for Working Mothers" list to appear in October. New Editor-in-Chief Jill Kirschenbaum has captured the fresh, "I'll do this my way" spirit of today's working mothers. "Young women today bring an entrepreneurial spirit to everything they do," says Kirschenbaum. "They are reframing the conversation about work, motherhood, and life. Working Mother is a vital part of that conversation."

In a break from convention, Working Mother features real moms like field hockey coach Kelly McGowan and her son Jack, who appear on the cover of the August/September issue as part of a photo essay about the magic of child's play. Readers will find thought-provoking articles about real issues and smart solutions, including "Chart Your Own Course," in which three generations of moms assess the different ways they define career, ambition, and success.

Two new sections debut in August: (1)"Work in Progress" is all about the mom-her job, her health, and her well being-and features a regular column by personal finance writer Ellyn Spragins; and (2) "Go Home" is every mother's guide to bringing up great kids. The revamped food section, "Quick Dish" offers great recipes tailor-made for time-strapped moms.

Advertisers such as Procter & Gamble, GE, Microsoft, PriceWaterhouseCoopers, IBM, Intel, Fleet Bank, 3M, Clorox and others traditionally associated with women's magazines have spoken enthusiastically about the new look, feel and direction of Working Mother. Mary Jo Romeo, new Working Mother publisher, reports an "amazing reception from the advertising community. The focus on family, career and self resonates with our clients. In fact, many new advertisers came into the launch issue just based on the prototype."

Working Mother magazine, founded in 1979, reaches more than 3 million readers and is the only national magazine for career-committed mothers. It is part of Working Mother Media (WMM), which also owns the National Association for Female Executives (NAFE), Executive Female, and the annual 100 Best Companies Congress. Recently, WMM established the 9/11 Working Mother Children's Fund, to aid organizations assisting children of working mothers lost in the September 11th tragedy and launched a new initiative, Best Companies for Women of Color.

For more information, visit www.workingmother.com

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