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Cari Wira Dineen - Senior Editor for Redbook

By Zachary Mesenbourg

Many women’s interest magazines do their fair share of Top 5 lists. There is nothing wrong with that, but for Cari Wira Dineen of Redbook, sometimes there needs to be a change of pace.

“Instead of five ways to save, it is ‘How to stop fighting about money with your husband,’” said Wira Dineen, senior editor for the magazine.

Obviously that’s not the only thing the publication does, but it is indicative of how the staff approaches the editorial content, she said. As a newlywed woman in her thirties, Wira Dineen can see herself, her life and her friends’ lives embedded in the book.

“Redbook is trying to be that manual for the woman who is starting to take life seriously,” she said. “Not just all about having fun and going shopping anymore.”

Having an editor in chief who gives the freedom to create different formats for each issue, Wira Dineen said, also helps push the boundaries. That allows her to think of interesting ways to report a story, write rich profiles and put together beautiful features, rather than just having running text and Q&A sections.

Money and finance, parenting, travel, relationships and features are all areas that fall under Wira Dineen’s responsibilities. One area she truly wants to focus on is parenting. Instead of just spitting out lists or tips on how to be a good mom, she wants to infuse stories with the idea that being a mom changes you as a person.

The magazine is focused on monogamous relationships, so most stories tie back to how different things can affect a woman in that sense, but it is not “straight how-to advice; it’s how it affects my relationship and outlook of the world,” she said.

Another great aspect of the job, Wira Dineen said, is that she works with a non-territorial staff, so everyone is trying to work together to get the job done. She feels that will also help in bolstering content on the Web site as well as really digging deep into issues the magazine will cover.

“What I really like, particularly about women’s magazines, is that unlike newspapers that just deliver the news, magazines allow you to really massage an idea to perfection,” she said.

Pitching Tips

“I am definitely interested in parenting and how it can help make a woman’s life better,” Wira Dineen said. She also wants tips, products and ideas that make parenting easier. In addition, send her new personal finance ideas, but not in terms of investing. Finally, items about romance and sex are useful but play to the emotional side of relationships, including studies.

Instead of just sending a press release, put a note in the front saying how you think the item would be great for Redbook and even a time of the year it might work best. The publication works three to four months out. It is better to contact her in the afternoon, she said, and do so by e-mail. If she is interested, she will follow up. And assume she got your message because she listens to and reads everything sent to her.