Cover Story: Making a Name for Itself

"As part of our social media assets, the community blog is a way for us to cultivate the community that comes around Alice," says McGuire. "We're lucky to have a very engaged group of readers. For example, we did a laundry giveaway recently and we had over 3,000 people comment. There's a very vibrant, active community that's an extension of our outreach and cultivation with mom bloggers and others in our target market."