Contentment Magazine: The Making of a Digital Startup

Mainstream women's magazines today pride themselves on promoting women and female empowerment but continue to show majority thin, attractive, and usually wealthy, white women in the pages and on the covers. This narrow view of what it looks like to be a woman puts minority groups on the peripheral. Women of color, low-income women, homosexual or transgender women are also women, but they have these "of color" and "low-income" title add-ons because when one thinks "woman," they are not what comes to mind. This begs the question: are these magazines pro all women, or only pro some women? This paper documents the process of starting an inclusive women's media startup, with the digital magazine being its first and primary channel to reaching consumers. It seeks to develop a niche, loyal audience who cares to think in-depth about the many issues facing all women today. Contentment Magazine's subject matter focuses on starting conversations about what it means to live a fulfilled and content life, and it prioritizes diversity in its pages because it recognizes how the intersection of gender, race, class, sexuality, and more might affect one's ability to be content. The first section of this report focuses on research and demonstrating the need for a publication like Contentment and how Contentment plans to fill the voids; the second portion dives into the trials, tribulations and successes of putting together the first prototype issue; and the last section deals with converting the startup into a viable business.