Wal-Mart thinks you have a momtourage

Filed under: Just For Moms, Relatives, Media, Shopping

According to the retailing giant, Wal-Mart, moms have a dedicated following of helpers -- family members, teachers, neighbors and baby sitters -- to make sure that raising a family doesn't interfere too much with their ability to go shopping. This "momtourage," as its being called, might even include Dad, notes the New York Times.

Wal-Mart has signed a deal with a new unit of NBC Universal called Women@NBCU that offers access to the more female-oriented side of the business, including cable networks Bravo and Oxygen and television shows like "Lipstick Jungle." Lauren Zalaznick, president for the women and lifestyle entertainment networks at NBC Universal, sees moms as "identifiable consumer targets" for advertising. The agreement with Wal-Mart covers the last half of the year when moms are buying back-to-school and holiday items.

I'm not sure what we're doing wrong -- while we do get a lot of help from my wife's mother, I definitely wouldn't say Rachel has a "momtourage". I also have to say it gets a little tiring having society assume that we dads are nothing more than incompetent buffoons who sit around guzzling beer and, at best, trying not to get in Mom's way. Wal-Mart and NBC, I guess, think that women change every diaper and take the kids to school every day and we guys don't do anything. That would be all fine and dandy if we could actually get away with it, but it doesn't work that way outside of the marketing team's imagination.

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