The Author’s Marketing Genius

April 11, 2007 – 11:30 am |

Being short on time, I don’t feel compelled to read the latest cog in the Mommy War machine: Leslie Bennetts’ book The Feminine Mistake.  Plus, having read much of the buzz, I feel confident I understand her hypothesis.  Bennetts argues that when choosing to leave careers for childrearing many women don’t consider the long term economic impact.   By depending on men for income now, Bennetts posits, women may significantly limit their choices later in life – with negative consequences for them and their children.  It’s a common story and an immensely important point, worthy of discussion.  But I’m not entirely convinced Leslie Bennetts really cares about propelling civic discourse.

Bennetts’ titling of the book is simulataneously a clever invocation of Friedan feminism and genius marketing, and I’m admittedly jealous. You tap a nerve, you sell a book.  Still - in every article I read - Bennetts, a savvy journalist by trade, defensively insists she had ”no idea” the book would cause such a “backlash”.   

Sure, Leslie, you put right on the cover of your book: “Hey, Mom, Your Choice Was WRONG,”  and you didn’t have the slightest inkling it would disturb mothers and cause buzz?  The suggestion is disingenuous at best and preposterous at worst. 

Unfortunately, the combination of the savvy title, her defensive response, and the current status of reporting feeds the One-Right-Answer myth and sells news.  We’re back to arguing about who’s best instead of discussing the more important questions … How can we abolish gender and family discrimination in the workplace?    Why do we accept the high cost of childcare while also accepting such low standards of care?  And what action can people take to  care for their children and protect their financial future?

Unfortunately, the real and important questions implicated by Bennetts’ work have been lost in a sea of provocative news headlines and biased blogging.  Too bad.