Publisher of the Popular Online Magazine for Moms, the Daily Stroll^TM, Launches Sekund.

New web publication reaches out to parents who are in for the second time around. Their second pregnancy, a second child, and double the love and drama.

Launching this April, Sekund Magazine at http://www.sekundmag.com  delves into the topics of bringing another baby into the mix. Will the big brother or big sister be okay? Will you really need a double stroller? These are the questions on the minds of mothers today. Lizabeth Sorensen, writer, publicist, and mother should know- she has been talking to parents through her own popular website for four years and just had her second child.

The Daily Stroll^TM started in early 2004 when its editor and publisher, Lizabeth Sorensen was expecting her first child. Sorensen owned ThriftyChick at the time, a popular e-zine for women who wanted the designer looks for less. Naturally while expecting her daughter Ruby, Sorensen started to find maternity and infant goods that she knew her readers would love and out of that came ThriftyMama. In late 2005 ThriftyChick was sold to Papierdoll.net for an undisclosed amount, and with the name ThriftyChick went ThriftyMama so the maternity focused site became titled after its popular daily email newsletter, the Daily Stroll^TM. Fast forward to four years of discovering and launching new designers in the baby and maternity market, catapulting sales at those small companies through her daily email newsletters, making it possible for these unknown designers to be seen by magazine editors, big box retailers, and celebrities, and most importantly meeting and working with some of the greatest designers and store owners in this booming market, Sorensen realized something. She wanted another baby and she soon found out that her readers did too. They wanted to grow their families and they were now experts on motherhood. What they lacked, and what Sorensen lacked was knowledge about how to do it all again. How to bring another baby in to the world? Would she love the other the same? Would she be able to chase after a toddler while experiencing extreme morning sickness with her second pregnancy? She knew other parents were asking the same questions and she found little in the popular print and online magazines that honestly addressed these concerns. So she set out to do it herself and evolve with her readers. In that moment, Sekund Magazine was born.

With the launch of Sekund means the departure of the Daily Stroll^TM. A working mother can only do so much you know. It has been a wonderful four years however a recent reader survey found that many of the Daily Stroll’s devoted fans were growing their families. The website and its four years of archives and features will stay online for readers to enjoy. “If any of our current readers are upset with the departure and transition than I encourage them to read the many other mom blogs out there that have started since I started the trend four years ago. It’s time for a change and I have received dozens of emails a day since word about Sekund first started coming out congratulating me on the idea and saying they can’t wait, and that I have really filled a void.”- Lizabeth Sorensen, editor and publisher, the Daily Stroll.

In addition to her online magazine efforts, Sorensen owns a small successful public relations firm, 32Flavors PR at http://www.32FlavorsPR.com . With similar ties and extraordinary effort, Sorensen focuses on the maternity and juvenile market by representing only designers who make and sell their own products with the target audience of parents. 32Flavors PR and Sekund Magazine will be a complimentary united front to continue to launch small businesses at the expert hands of a mother and writer, who is most importantly her own targeted reader. What she likes goes on the site, what she doesn’t does not and that is the simple story. Sekund will work on an advertiser based structure however all editorials will be 100% un-paid. Companies are welcome to place banner ads along side articles which at this time Sekund is not compensating writers for. “There are many moms who just need an outlet for their creative energy and they are sending me their stories. They love to see their name on a byline and be a published writer, and they love the idea of the community aspect. They understand that Sekund cannot support paying writers at this time” states Sorensen.

Sekund means “second” in Danish which is an ode to her husband’s heritage, and their love for all things modern, minimalist with clean lines and mid-century vibes. Sekund will cover great articles from real moms and dads who are in the throws of adding to their family. Unpublished writers are encouraged to send in ideas and there is a contribution page on the website outlining some ideas that the editor is looking for already. Products that help families with more than one child get through the day will also be featured on the separate product blog. A monthly issue format kicks off with April 2008, and will contain articles with topics such as an unplanned second pregnancy, and the woes of secondary infertility.


Sorensen says, “I am so excited to finally bring this to life. My second daughter Elkë is a huge inspiration for Sekund Magazine, just as Ruby was for starting The Daily Stroll. I hope that they look at their mother while they are growing up as a woman who wanted to earn her own living, contribute to her family, work at home to take care of her children, and who didn’t let anything get in her way. These are the lessons we should be teaching our children, especially the girls.”

Sorensen runs her company out of upstate NY, her work can be found in Motherwords Magazine where she a style editor, and her clients have enjoyed publicity in major print magazines and on television such as CNBC’s The Big Idea with Donny Deustch.


Sekund Magazine can be found at http://www.sekundmag.com

Media Inquiries Only: 32Flavors PR
518.428.0921
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