Woman’s World

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Where this publication overrides General Guidelines: Audience is psychographic, not demographic—a Gen X-through-Boomer woman who values faith, family, country, practicality, and the gifts of aging. Avoid every phrase that frames aging negatively—”old”, “struggling”, “senior moments”, “meno brain”, “cankles”. Avoid politics—Woman’s World is a safe space for everyone; speak across lines with a bipartisan, loving tone; lens of hope. Adopt one of four writing personas per piece (Informative Best Friend / Approachable Professional / Relatable Expert / Comforting Confidant) and rotate them—never use the same persona on every article. Couples, pairs, and duos take SINGULAR verbs in Woman’s World (the AMI default; mashups always plural)—this is the OPPOSITE of Us Weekly. The reference hierarchy is the AMI Women’s Group Digital Style Guide → Merriam-Webster’s Collegiate Dictionary 11th Edition → AP Stylebook → Chicago Manual of Style → Words Into Type. Faith content is permitted and encouraged with explicit use of the word “God”—but only in pieces explicitly about faith; never force faith themes into unrelated content. Health claims must cite board-certified physicians, registered dietitians, or peer-reviewed research within 5 years. Products: recommend only items under $20 that actually work. Text in red throughout this page marks anything that overrides or goes beyond the General Guidelines.

Publication Overview

Woman’s World is the heartfelt online companion for women living the best years of their lives. The site offers relatable, positive content on health, beauty, cooking, and current trends—down-to-earth advice, inspiring stories from everyday people, and simple solutions to enhance the reader’s life, while celebrating the values of faith, family, and country. Coverage runs from big topics (health changes, staying in shape, living your best life) to the small things (a stylish and comfortable pair of new boots, the best moisturizer for a skin type, a fun twist on a classic recipe).

Our Reader

Target demographic: Gen X in their 50s through Baby Boomers in their 60s and beyond. Core readership 50+.

Value proposition: Cost-conscious recipes, trusted wellness solutions, real-life weight loss tips, nostalgic-minded culture.

The reader:

• Values: Faith, family, country, practicality, self-improvement
• Lifestyle: Balances work, home, and caregiving responsibilities
• Interests: Health, recipes, beauty tips, heartwarming stories, practical solutions
• Mindset: Optimistic but realistic; values authenticity over perfection
• Money: Budget-conscious; couponing is normal; “cheap, free, easy to do” is gold
• Roles: Defined by the many roles she plays—mother, daughter, caregiver, friend, partner, professional—and wants to be healthier for them
• Frame: “She’s had a harder life. We give her ways to feel hopeful and encouraged.”

She’s smart, experienced, busy, and money-conscious. She doesn’t have unlimited time or money but is always looking for ways to improve her life and the lives of those she loves.

Tone north star: Pretend you’re talking to Dolly Parton—she’s got an edge to her but isn’t a people-pleaser. Other tone references: Ree Drummond / Pioneer Woman; Ina Garten; Martha Stewart; Today Show hosts (Hoda Kotb, Jenna Bush Hager, Kathie Lee Gifford); the Royal Family; Trisha Yearwood; Reba McEntire; Emmy Lou Harris.

Voice and Tone

The voice is comforting—a “from your best friend” approach to content. Think Hallmark Christmas movies, Greater American Family-style narratives, characters who go through challenges but always turn out well.

Core attributes:

• Warm—like a conversation with a trusted friend
• Empathetic—we understand her life and challenges
• Optimistic—hopeful without being naive
• Practical—real solutions she can actually use
• Trustworthy—reliable information she can count on

Words and Tone to USE

• Confident, heartfelt, comfort, wholesome, inspired
• “Love of home and her country”
• “The gifts of aging”
• “Menopause as the beginning of a new empowered chapter”
• “You’ll love…”, “Here’s the thing…”, “The good news is…”, “Simple swap…”, “Worth trying”
• “Game-changer”—reserved for truly impactful tips, not for every recommendation

Words and Tone to AVOID

• “Old”, “struggling”, any negative framing of aging
• “Senior moments”
• “Meno brain”—studies show companies avoid hiring women 40–60 because of “meno brain” stigma. We don’t contribute to that zeitgeist. We service how to overcome the hormonal challenge AND make the most of it
• Politics—this is a safe place for everyone; speak across lines with a bipartisan, loving tone; frame stories from love; lens of hope so readers don’t feel judged
• “Cankles”
• “Blogger”—antiquated
• “Anti-aging”—use “age-defying”, “skin-firming”, “brighten”, or “smooth”
• “Easy” when it’s not actually easy; “Just” when it minimizes effort
• “Hack”—use “trick” or “tip”
• “Literally” (often misused); “Obsessed” (too trendy)
• Millennial / Gen Z slang—slay, bestie, vibes
• Excessive superlatives—”the best ever”, “absolutely amazing”
• Sensationalism, clickbait, condescension
• Judgment about body size, lifestyle, or age
• Assuming unlimited time, money, or physical ability

Writing Personas

(REQUIRED)

Adopt one of these four personas per piece. Vary the persona across articles—don’t use the same one every time.

Informative Best Friend

Knowledgeable yet approachable, sharing helpful tips like a trusted friend who’s been there. Uses “you” and “we” naturally. Offers advice without lecturing.

Best for: Health tips, beauty advice, life hacks

Example voice: “Here’s a trick I learned from my own doctor that made such a difference…”

Approachable Professional

Expert guidance delivered in an accessible, non-intimidating way. Explains complex topics simply without being condescending.

Best for: Medical information, financial advice, technical how-tos

Example voice: “Doctors call it ‘insulin resistance,’ but here’s what that really means for your energy levels…”

Relatable Expert

Deep knowledge combined with real-world understanding and empathy. Acknowledges that life is complicated and offers practical solutions.

Best for: In-depth features, investigative wellness pieces, research roundups

Example voice: “The research is clear, but I know fitting another thing into your day feels impossible. That’s why…”

Comforting Confidant

Warm, supportive voice that makes readers feel understood and supported. Validates emotions while offering hope.

Best for: Personal stories, faith content, emotional topics, caregiver content

Example voice: “If you’ve ever felt this way, you’re not alone. So many of us have been there…”

Topic Pillars

Health and Wellness

Approach is proactive and empowering. Offer home remedies and traditional solutions she trusts; frame issues as manageable challenges; always provide actionable steps. There must be an action to take, even with hard topics—from caregiving to thinning hair. Frame her as not alone—it’s a common problem; we’re the friend who has been there.

The 15 Health Tentpoles:

1. Managing chronic conditions (arthritis, diabetes)
2. Menopause and post-menopausal health issues
3. Cognitive health and dementia prevention
4. Healthy aging and longevity
5. Bone health and osteoporosis management
6. Heart disease prevention and management
7. Cancer screenings (breast, colon, etc.)
8. Vision and hearing health
9. Sleep issues and solutions
10. Nutrition for older adults
11. Fall prevention and balance exercises
12. Urinary incontinence management (pelvic floor)
13. Medication management and drug interactions
14. Caregiving for aging parents or partners
15. Social engagement and mental health in later life

Writing approach:

• Lead with empathy. Acknowledge her experience before offering solutions
• Empower, don’t overwhelm. Frame health issues as manageable, not scary
• Offer multiple paths. Medical, natural, lifestyle—plus home and grandma’s remedies she may already have
• Include immediate action. Give something the reader can do today
• Cite trusted sources. Doctors, RDs, peer-reviewed research within 5 years
• Normalize concerns. Help readers feel less alone

Language:

• “Manage” rather than “cure” for chronic conditions
• “Talk to your doctor” rather than “see your doctor” (more conversational)
• “Discomfort” rather than “pain” when appropriate
• “Support” rather than “fix” for body systems
• “Flare-ups”—dealing with something in the moment, “these things can help you”

Beauty and Fashion

Comfort, value, efficiency. The reader isn’t trying to look 25; she wants to feel like the best version of herself. Self-care and joy in routine are core.

• Value: Best products under $10–$20; drugstore beauty; dupes (price and value); double-duty products (a moisturizer that contains sunscreen)
• Efficiency: Time-saving tips; overnight treatments
• Self-care: Joy in routine; “Ahhhh, so pampering”; treating herself in a hard life
• Confidence: Looking good at any age; embracing who you are

Topics: age-specific skincare; comfortable yet stylish clothing and footwear; mature-skin makeup; new uses for things she already has (a bar of soap to make eyebrows thicker—approachable, accessible); spa treatments at home (broken down by cost); revisiting things she’s used in the past; nail trends and new shapes; styling for thicker hair; affordable sunscreen with anti-aging double-duty; adjusting routine for life stages and seasons in affordable ways; warm and comforting influencers with great tips (not aspirational-celebrity influencers).

Language:

• “Brighten” not “anti-aging”
• “Smooth” not “wrinkle-free”
• “Refresh” not “reverse”
• “Enhance” not “fix”
• “Flattering” not “slimming”

Food, Cooking, and Recipes

Food is an expression of love and a source of comfort. The reader is a savvy, experienced home cook—savvy but not showy. “This is not her first rodeo. She doesn’t need a recipe for every little thing.” She might want a new way in that’s not necessarily traditional, but she can make her own traditions. Shows love through food and traditions—Paula Deen comforting.

Pillars:

• Budget-conscious. Stretching groceries; using leftovers creatively; “5 things to make with budget cuts of meat”; remind readers of supermarket deals and where to find them
• Comfort food. Classic recipes; nostalgic favorites; family traditions; “ooey gooey”, “luscious”
• Quick meals. Weeknight dinners under 30 minutes; minimal ingredients
• Special occasions. Holiday entertaining; family gatherings; “for special holidays we have prime rib roast”
• Health-conscious options. Diabetic-friendly, heart-healthy, lower-calorie versions of favorites
• Diets that work. Allow her to celebrate AND drop pounds; she’s an emotional eater for good and bad
• Novelty and fun. Food with faces; charming presentations; an old-school Laura Ashley / frilly-apron aesthetic where appropriate

Language: sensory + emotional words that evoke warmth—texture (crispy, tender, flaky, creamy, velvety) · comfort (cozy, comforting, heartwarming, homestyle) · indulgence (decadent, luscious, rich—use sparingly) · nostalgia (classic, grandmother’s, old-fashioned, timeless).

Recipe formatting: clear numbered steps; specific measurements (no “pinch” or “handful”); prep + cook times; yield; storage / make-ahead tips; substitution suggestions (including for common dietary needs). Every recipe must work exactly as written with common ingredients.

Books and Entertainment

Content provides escapism, joy, and connection. The reader is an armchair traveler.

Books: romance (especially wholesome / heartland / cowboy romance), women’s fiction, cozy mysteries, inspirational fiction. Authors include Susan Mallery, Debbie Macomber, Nora Roberts, Karen Kingsbury, Elin Hilderbrand. “Books you’d see in the grocery store” is a positive signal.

TV / Movies: feel-good shows, Hallmark movies, classic series, reality with heart, family films, romantic comedies, inspirational stories.

Celebrity coverage: WW readers don’t care that much about celebrities—unless they have a relatable story of overcoming challenges, an inspiring personal journey, a heartwarming family story, a faith / values connection, or a health journey that offers hope. We avoid: gossip, scandal, negativity, mean-spirited coverage.

Relationships and Family

The reader is balancing many roles at once—often simultaneously a parent to adult children, a daughter caring for aging parents, and a partner in a long-term relationship. Content meets her in those overlapping demands.

• Parenting adult children. Shifting dynamics, healthy boundaries, supporting independence
• Caring for aging parents. Practical caregiver advice; self-care for caregivers; navigating medical / care decisions
• Maintaining romance in long-term relationships. Connection rituals, communication, weathering life transitions

Faith and Values

Faith is a core pillar of comfort. We provide a safe, welcoming space for believers without being preachy or exclusive. Christianity is primary but be inclusive of other paths.

• The word “God” is permitted and encouraged when discussing faith topics
• “In God We Trust” is important—it’s another level of comfort
• A safe place to be a believer
• “Kindfulness”—mindfulness with a Christian hook
• The pop culture of faith is reaching the mass market (large conferences, etc.); subject matter is hard, but the faith angle gives hope
• Faith as a journey

Critical rule: apply faith-related guidelines only when content is explicitly about faith, religion, spirituality, or values. Never force faith themes into unrelated content (recipes, beauty tips, etc.).

Holidays and Seasonal

The reader is an early planner who loves celebrating with family.

• Begin holiday content 6–8 weeks before the holiday; peak coverage 2–4 weeks before; “last-minute” the week before; reflection / gratitude content just after
• Pillars: Decorating · Recipes · Entertaining · Gift Guides · Traditions · Surviving holiday stress
• Major holidays: Valentine’s Day, Easter, Mother’s Day, Memorial Day, Fourth of July, Labor Day, Halloween, Thanksgiving, Christmas / Holiday Season, New Year’s
• Approach: emotion first; practical (budgets, time, realistic expectations); include all family types (single, married, widowed, grandmothers); offer shortcuts without guilt (“It’s okay to buy the pie”); focus on connection over perfection

Home, Lifestyle, Self-Improvement, Consumer Advice

• Home and lifestyle: simple home decor; money-saving household tips; gardening and DIY
• Self-improvement: simple personal-development strategies; stress management
• Consumer advice: product reviews relevant to the demographic; best-value recommendations for common purchases

Feel-Good Stories, Trends, and News

• Inspirational tales of everyday women overcoming challenges
• Community heroes and acts of kindness
• Veterans and pets
• Simplified explanations of trending topics
• Consumer-focused news (product recalls, new health guidelines)

Brand Notes

• Psychographic over demographic. Frame content by mindset and life-stage need, not strictly by age bracket
• Treat vs. tool. Content can be a treat (escapist) or a tool (practical / actionable). Both are valid; be deliberate which
• Escapism. A core reader value. Books, feel-good stories, recipes, travel-of-the-mind content all serve as escape from the demands of caregiving / work / aging realities. The reader is an armchair traveler at heart
• Learning to learn. The reader is curious and self-directing—she’ll pick up new skills, new tricks, new home remedies. Frame discovery content as approachable continuous learning, not as remedial catch-up
• Promising happy endings. Woman’s World signals optimistic resolution—not dark, not nihilistic
• Watching her pennies. Money-consciousness is structural, not optional. “Cheap, free, easy to do” is gold
• Many roles, one woman. She’s defined by the many roles she plays and wants to be healthier for them
• Hard topics, positive frame. Even with chronic illness or dementia, there’s an action to take. Reader leaves the page feeling empowered, not defeated
• You’re not alone. It’s a common problem. Others have been there. We’re the friend who has coached them through it
• You have these things in your toolkit. Reinforce that the tip / trick / remedy goes in her permanent toolkit—a tool she can reach for again. “Flare-ups” in particular use this frame: things that can help her right now in the moment
• Couponing is normal. Many readers are coupon-clipping savvy

Style Reference

Woman’s World follows the AMI Women’s Group Digital Style Guide, the shared house style across AMI publications. Most rules are identical to Us Weekly—with key WW-specific deviations noted below.

Key WW-vs-USW differences

• Couples, pairs, and duos take SINGULAR verbs in Woman’s World (the AMI default); mashups always plural. Us Weekly is the exception that uses plural for all couples / pairs / duos
• Em dashes have NO surrounding spaces in Woman’s World—an AMI Women’s Group house-style deviation from AP (which uses spaces on both sides; see ap-compatible-quick.md + ap-compatible-condensed.md). Us Weekly follows AP and uses spaces
• WW-specific glossary additions: wellbeing, fur-ever (pet stories), spook-tacular, heatproof, ovenproof, “St. Paddy’s Day”, “type 2 diabetes” (no caps or hyphens), Pycnogenol® (trademark), TODAY show (not italic), 'do (hairdo, apostrophe faces left), mac 'n' cheese (both apostrophes face left)

Shared AMI conventions

• Italicize: newspapers and magazines, films, books, plays, TV shows, album titles, video games. Not websites, news agencies, blogs, or TV networks. Podcasts get quotes, not italics
• No Oxford / serial comma
• Closed-up co- compounds: cohost, coworker, coanchor, costar, cofounder, coauthor, cochair, cocreator, coparent (exception: co-owner)
• Numbers: spell out 1–9 in body text, numerals 10+; ages always numerals (even “4-month-old”); millions use numerals + “million”; percent spelled out (never %); inches and ounces always abbreviated and numerals; Tbs. and tsp. abbreviated
• Time: “a.m.” / “p.m.” lowercase with periods; “10 a.m.” not “10:00 a.m.”; PST / EST / PDT / EDT
• Apostrophe S rule: no additional s after apostrophe for words ending in s (Spears’, Roberts’, Desperate Housewives’); exception: CBS’s; for compound possessives that are made even more possessive, keep the s (“Grey’s Anatomy: Grey’s breakout star”)
• Single quotes in heds, double quotes in body
• Acronyms: all caps only for true acronyms (PETA); cap first letter only otherwise
• Curse words for quoted matter only—hyphenate so the word is clear (f–k, s–t, a–hole, motherf—er, p–sy); print bitch, ass, tit
• Drop caps: No “I” drop cap. “A” drop cap OK as long as it’s not the word “A”

Reference hierarchy

When this guide doesn’t address a question, defer in this order:

1. AMI Women’s Group Digital Style Guide (Woman’s World follows the AMI default)
2. Merriam-Webster’s Collegiate Dictionary, 11th Edition
3. The Associated Press Stylebook and Libel Manual
4. Chicago Manual of Style
5. Words Into Type

Quality Rules (WW-specific)

Beyond the system-wide quality and accuracy standards:

• Health claims: cite board-certified physicians, registered dietitians, or peer-reviewed research within 5 years
• Recipes: must work exactly as written with common ingredients
• Products: only recommend items under $20 that actually work

What to Avoid

Pre-Publish Checklist

Audience and persona:

• Reader profile: woman 50+ (Gen X through Boomer); psychographic frame
• Tone north star: would Dolly Parton say this? Would Hoda Kotb? A trusted Today Show host?
• Persona selected (Informative Best Friend / Approachable Professional / Relatable Expert / Comforting Confidant)
• Persona varied vs. the last several articles by this writer

Voice and language:

• No negative framing of aging (“old”, “struggling”, “senior moments”, “meno brain”, “cankles”)
• No partisan / political framing
• “Manage” / “discomfort” / “support” / “talk to your doctor”—not their clinical alternatives
• “Brighten” / “smooth” / “refresh” / “enhance” / “flattering”—not “anti-aging” / “wrinkle-free” / “reverse” / “fix” / “slimming”
• No “literally” / “obsessed” / “hack” / “easy” (when it’s not) / “just” (when it minimizes effort)
• No millennial / Gen Z slang

Style:

• Couples / pairs / duos use singular verbs (WW default—opposite of Us Weekly); mashups always plural
• Em dashes with no surrounding spaces (AMI Women’s Group house-style deviation from AP, which uses spaces; Us Weekly follows AP)
• Italicize newspapers, magazines, films, books, TV shows, album titles, video games—not websites, news agencies, blogs, TV networks; podcasts get quotes
• No Oxford / serial comma
• Single quotes in heds; double quotes in body
• Numbers 1–9 spelled out in body; numerals for 10+; ages always numerals; percent spelled out
• Apostrophe-s rule for names ending in s (no additional s; exception CBS’s)

Quality:

• Health claims cite board-certified physicians, RDs, or peer-reviewed research within 5 years
• Recipes work exactly as written with common ingredients
• Products recommended are under $20 and actually work

Content:

• Action included even for hard topics
• Reader feels not alone; common-problem framing
• Faith / God only in pieces explicitly about faith
• Empathy first; empower, don’t overwhelm
• Final test: “Would I say this to a friend?”