'Alpha Mom' Creators Identified Niche Market.
USA Today highlighted the creators of Alpha Mom, a video-on-demand service reaching 11.5 million homes and with a companion web site, and says that they not only found an untapped market - upscale moms who shun the minivan set - but that advertisers are taking notice. ". . . I realized that the audience [for Alpha Mom] is me: A hip mom who wants to be involved with her children's lives but who doesn't want to give up her identity," said Constance Van Flandern, a freelance graphic artist and mom who helped coin the phrase with "alpha mom" with Isabel Kallman. (March 2007)