Are We Not Men? Reaching New American Dads

A session at SXSW Interactive 2011

Friday 11th March, 2011

3:30pm to 4:30pm (CST)

Men's media has changed tremendously - almost as much as men and dads have. Today's dads are active in every aspect of the household, from parenting to chores, and yet, they are largely overlooked as readers and consumers.

New American Dads are thirsty for knowledge and a community that speaks their common language - that of the real man. The new language of men helps Jacks of all trades learn how to be better at all of them, retain their essential masculinity and perform well in a new paradigm of family, work and self. Traditional media outlets - those that espouse the virtues of supposedly manly interests ($10,000 suits, rare scotch and women, women, women) are missing an opportunity to serve this emerging male marked.

In order to speak 'Dad,' media must speak to the realities of his life, his priorities, responsibilities, aspirations and, above all else, be useful. The growing online media directed at the New American Dad understands that service journalism - that which seeks to inform as well as entertain - is the next evolution in the daddy blogger.

Blogs have their place, but in order to effect change in men's media, online resources must engage the reader in a conversation, one in which the consumer walks away feeling better informed than they had before engaging the site.

Service journalism - how-tos, how it works and best-of lists - have practical applications in readers' lives, thus engendering loyalty and creating conversations with a long overlooked population, while developing an audience for whom older media models based on supposed aspiration and stereotype have little meaningful impact.

Speak to dads in their language, encourage them to speak back, teach them something they can use and entertain them - this is the next evolution of men's media.

LEVEL: Beginner

About the speaker

This person is speaking at this event.
Craig Heimbuch

Editor, Author, Father of 3. EiC of ManoftheHouse.com. I have a book - Chasing Oliver Hazard Perry - and work harder than I should, but for really good reason. bio from Twitter

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12 attendees

  • Andrew Weber
  • Craig Heimbuch
  • Corey Mitchell
  • Dave Knox
  • Jeanne Connon
  • Joseph Miller
  • Joe Pantuso
  • Patrick O'Keefe
  • Scott Gulbransen
  • Ryan D Gantz, DOG
  • Jason Silverstein
  • Trisha Jackson

20 trackers

  • Ben Spaulding
  • Brad Belote
  • Coté
  • Mike Cravey
  • michael
  • Dan Weingrod
  • Eric Kramer
  • Jason Reynolds
  • Jen Lee Reeves
  • Joe Cox
  • kellan
  • Katie Davison
  • Gene Smith
  • nickcharles61
  • Patricia Marinho
  • Pete Hwang
  • peterkoechley
  • Sabih Mir
  • Scott Crocker
  • Warren S

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Time 3:30pm4:30pm CST

Date Fri 11th March 2011

Session type

Core Conversation

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