Welcome to the 21st century. a century where there will
be millions of single parent households - over 25%
of all families.
The numbers are staggering. Right now, it’s estimated
that there are over 10,000,000 single family
What is this like in “real numbers?
In 1994, according to the census bureau. Almost
18,600,000 children under the age of 18 were living
with a single parent. A 4% increase over the
previous year. 1995, 1996 & 1977 saw increases as
And single parents are not “uneducated”.
More than 35% have attended or graduated college
or achieved advanced degrees
Over three quarters of both single moms and dads
with children <18 living in the household are high
school graduates and more than 33% of single
moms and over 49% of single dads own there own
Interestingly, given the size of this market, no
magazine, Internet site or television show focuses
on, calls attention to ( in a positive, helpful manner),
endeavors to support or even capitalizes on the
purchasing power of this group.
The Solo/Parenting group intends to:
Focus on the joys, problems and day-to-day living
situations that all single parents and their
Support all types of single parents.
Provide an advertising opportunity to marketers who
recognize the purchasing power of this group.
Solo/Parenting intends to do this, synergistically in:
new media, broadcast, and print.
1 in 4 children are in a “single parent”
More than 27% of our kids --over
18,000,000 are growing up with only one
Men make up a rapidly growing segment - desperately in need of a single parent
forum - they do not “hang out” with other
single parents or “share”.
Solo Parents Do Things
Like Everyone Else
- Only Differently.
Leisure Activities by Category
Participated In Adult Education
Attended Musical Performances
Attended Dance Performances
Cooked For Fun
Participated In Chess
Played Electronic Games
Painted Or Drew
Played Musical Instruments
Visited A Zoo
Going It Solo,
But Now With Help
Section 1 - Solo/Parenting magazine
Section 2 - Solo/Parenting TVLive!
Section 3 - www.soloparenting.org
A magazine for the over 10,000,000
single moms and 3,000,000 single dads
with kids in total or shared custodial
A vehicle that recognizes and validates
the special and unique needs, concerns
and goals of caregivers of the single
Publish the only national, subscription and
newsstand ( or custom-published) magazine
addressing the needs of and offering tools &
technology for single parents, grandparents and
extended families of single parents.
Provide a unique opportunity for advertisers to
reach this committed and “willing-to- spend-andinvest” market in an arena where special needs are
being continually addressed. Advertisers will
build a loyal customer base upon formally
recognizing this market.
Deliver information single parents need
for day to day living and child
Share possibilities for growth and advise
on single parent concerns.
Address single parents in their own
Keep the needs of children’s nurturing and
Meeting the Needs
Timely features on important single parenting
issues and actions.
Special sections on exercises to develop
communication between parent and child.
Special sections on improving adult
communication and dialogue skills.
Role playing specific situations.
Single parent personals.
Timely interviews with well-known single parents.
Advisory Board and roundtable of experts.
Single parent round table forums.
Advice on handling everyday problems.
Not a single national or regional magazine
focuses on or has specific editorial for
Single parents are a huge,growing, and as
yet un-owned market.
» Over 10,800,000 single mothers with
children in the household.
» 8,800,000 single mothers with children
under twelve in the household.
» 5,900,00 single mothers with children
under six in household.
More than 2,800,000 dads with children in
Over 2,000,000 dads with children under
twelve in the household
More than 1,400,00 dads with children
under six in the household
Benefits to Publisher
This market is dedicated to children.
This market needs information.
This market is motivated to care.
This market is growing - fast.
The affluent sector of this market is
growing at an equally dizzying pace.
This market is valuable to advertisers.
Benefits to Advertisers
Single parents rely on quality branded products.
» .....Are concerned consumers
» .....Will spend for their children
» .....Will support those companies that address
“Single parents with incomes above $32,000/yr...
Are as likely to spend as much if not more than
married couples on raising children”.
» American demographics -
Po te n ti a l Ch a rte r Ad v e
Au to m o ti v e
Ta rg e t
Ac c o u n ts
Fo rd n d s ta r
Do d g e Ca ra v a n
Ch ry s l e r J e e p
Su b u ru
Fo rd Ex p l o re r
Vo l v o
Ch e v ro l e t L u m i n a
Ho n d a M i n i Va
Pa th fi n d e r
Fo o d
Ho u s e Ho l d
Pro d u c ts
Ta rg e t Ac c o u n t
Na b i s c o Bra n d s
Ge n e ra l Fo o d
Ca d b u ry Sc h we p p e s
Pro c to r & Ga m b l e
He a l th Ca re ,
In s u ra n c e ,
In v e s tm e n ts
Ox fo rd He a l th Ca
L e d e rl e
M e tL i fe
Th e Pru d e n ti a l
Ea s te rn M o u n ta i n
M CI/Sp ri n t
M o to ro l a
Pa g e rs
Cl u b M e d
Fi d e l i ty In v e s tm e n ts Hi l to n Re s o rts
Ge rb e r
Bl u e Cro s s
Se a rs
Sta te Fa rm
J ohns on & J oh
Eq u i ta b l e
Ty s o n
Re c re a ti o n
Tra v e l
c o m m u n i c a ti o
Ci ti Ca rd Vi s
Di s n e y Re s o rts
Ko d a k /Fu j i
Sta te To u ri s m B
We a ra b l e s /Re ta
Ed u c a ti o n /En te rta i
Os h Ko s h
Se a rs
Bo o k o f th e M o n
Ap p l e Co m p u te r
To y s R Us
Fi s h e r Pri c e
Di s n e y
M i c ro s o ft
Po l a ro i d
M i l k Bo a
Am e ri c a On l
Ni c k e l o d e
Re e b o k
Ni k e
To y s R
Solo/Parenting will be the first television program
designed for and dedicated to single parents, their
children and their families.
More than a "how to" show, Solo/Parenting combines
useful advice with entertainment, real life profiles, and
It is designed to not only help single parents and their
families with the challenges of raising children alone,
but also to celebrate the special joys that are part of
parenting in an untraditional family.
Solo/ Parenting validates the single parent experience
...whether single-by-circumstance or single-by-choice.
Show themes might include:
Celebrating the holidays as a solo parent.
Dealing with a holiday while you are solo and your kids
are with their other parent.
Grandparents and other extended families.
Weekend low-cost activities.
“Normal” parenting issues that need to be handled
differently in a single parent household.
Summer vacation planning.
Dating and the kids.
Dealing with ex’s “special friend”.
Single-mom-by-choice or widow dealing with child
calling every friend “daddy”.
Making the transition work: how to help your kids
survive the big D's [divorce and death] that have left
them with a solo parent.
Rules; discipline; and other "tough stuff’.
Solo/Parenting is a weekly half-hour “live” magazine
format show, co-hosted by a single mom and a
single dad. The hosts will be young [30's],
personable, and attractive and will be drawn from
credentialed backgrounds [e.g. Primary education,
pediatrics, ] and/or the entertainment world.
Each show will cover 3-4 "topics" [e.g.
“commuting kids”; “How to make the transition
from mom's house to dad's house easy”; "separate
but equal”; “how to co-parent without playing tugof-war with your kid;" "easy entertaining”; “dinner
parties that even a single parent of 3 can
manage"]. In some cases, shows may be "themed",
with every segment relating in some way to the
overall theme of the week. For example, the Solo/
Parenting vacation show might feature segments
on: low cost vacations for single parent families";
"airline tips -- surviving a five hour flight with 3
small kids that’s short on flight attendants and in
your case short by one parent"; “vacation co-oping:
group vacations for solo parents " holidays without
guilt: how to enjoy a vacation without your child";
"kids eye view: what makes a vacation great"]
The show will be set in home style setting...Much like a
family room. It will contain two interview areas: a sofa
and chairs for hosts and guests...And a play area for
interviews with kids and for activity demonstrations
Solo/Parenting intro [co-hosts] and coming up on the
Topic A [e g. "Juggling kids/balancing nutrition"]:guest
Corning up next
[e.g. Decorating with your child: creating a fulltime home for a part-time kid"] film segment on
location at the home of a solo parent
Coming up next
Viewer letters: tips from the expert[e.g. Child
psychologist; summer camp director; etc. 3:40
Coming up next
Kids corner [tips from the kids}
Coming up in our next show
Will draw from an estimated on-line, single parent
community (exclusive of extended family members)
of over 3,o00,000 on the web, 1,000,000 on AOL
and thousands of others on new and emerging
portals and ISP’s - including cable.
Based on extrapolation from web and AOL data compared to US
Will be an Internet channel that understands that
parenting issues, while perhaps universal, need to
be framed and developed with the special and
unique needs, concerns and goals of caregivers in a
single parent household.
Through a series of forums, bulletin boards,
auditoriums and events, offer single parents a safe,
secure community environment (designed as
streets, avenues, cafes, playgrounds,
neighborhoods, etc..) To share opportunities,
problems, goals and advice with others in the same
Develop a potential on-line advertising vehicle with
members so unique and fiercely loyal to those that
recognize them as having special needs that
advertisers will build a steadfast customer base
upon formally recognizing this market.
Design an on-line advertising medium that is
unique to the field in that the advertising will be
woven into the page construction without the
need for banners or buttons.
Advertisers will be a part of the fabric of the
content and viewers will move with ease into the
Address single parents in their own unique
forum where they do not have to penetrate
layers of other information to reach their own
Help insure that focus is kept on the well-being of
the children first and foremost.
Provide single parents with access to a worldwide
community of friends and family that many have
foregone due to the duties and requirements of
Meeting the Needs
Forums on important single parenting issues and
Special “town hall meetings” and “guided tours” on
exercises to develop communication between
parent and child.
Provide a safe haven for openness and discussion
by development of “coffee shops”, “avenues” and
“main streets” of information, community spirit
and dialogue designed to insure that single parents
come back to the soloparenting over and over
Role-playing of specific situations in “community
Single parent “introductions”.
Live “coffee shop” interviews with well known
“Coffee shop” roundtable of experts fielding
Meeting The Needs
The “brew pub” chat room for single dads (and
single moms who want to come in) - open on select
days and during select hours.
A “playground”with avatars for single parents and
their children to come on-line and meet other
single parent families together.
The “breakaway” diner for single moms to break
bread with other single moms(open 24 hours a
Solo/Calendar - a monthly listing of single
parent/child activities from around the country.
» A special travel group dealing exclusively in
single parent destinations.
» Sponsored regional and local activities planned
for single parents and kids.
There is not a single national or regional on-line
community specifically for single parents covering
all aspects of single parenting in an easily
navigated, comfortable on-line site.
Single parents and their extended families are a
huge,growing, and as yet un-serviced market.
Single parents tend to stay home more and can
access internet and on-line services more
frequently for advice and adult companionship.
This market needs information.
This market not only grows but replenishes itself.
This market is valuable to advertisers as they
spend more per child than married parents.
What Is Being
Commitment and financial support for initial
development of Solo/Parenting magazine,
Solo/Parenting TVLive and
soloparenting.com through test market.
Development of single parent services.
» Hand-in-hand travel and entertainment group
Agreement to explore development of additional
content for on line communities and other
» Syndicated radio segment
» Syndicated TV news program segment
Web site development
Web site maintenance
Cost for original articles
Cable production/13 shows
Magazine distribution costs
Cable licensing fee
Syndication fees - radio/TV
Sale of retained spots in
TV/radio syndicated shows
Database list sales