PHOENIX--(BUSINESS WIRE)--Today marks the official launch of The Midst, a new media platform empowering women to reinvent midlife through resources and community. The Midst covers a range of topics related to women’s health, including perimenopause and real-life stories to inspire women about the possibilities of life after 40. This launch marks The Midst’s first major step toward creating a comprehensive platform that connects the more than 1 billion women who will have experienced perimenopause by 2025 with the health resources and specialists needed to navigate their symptoms and get care.
The Midst is the evolution of Jumble & Flow, a personal blog created by Schroeder in 2019 to chronicle her experience with perimenopause. Jumble & Flow started out as an exploration of perimenopause symptoms and the difficulties faced by women seeking medical care. This content resonated with women, generating an audience of more than 50,000 monthly readers and 2,500 loyal Substack subscribers. As of today, all Jumble & Flow traffic will be redirected to The Midst where readers can enjoy an even richer content experience.
“This year, the oldest millennial will turn 43, which means many will join the millions of women who have experienced perimenopause,” said Amy Cuevas Schroeder, founder and CEO of The Midst. “We’re here to usher this next generation of women through their 40s and into their 50s so they don’t have to go it alone. We look forward to growing this platform into a community that celebrates and inspires women after 40, and helps them receive the care needed to navigate their health – because every woman’s journey is unique.”
The launch of The Midst is the first tangible step toward creating a platform to inform and unite women in midlife. The company plans to expand its platform to help women access the right care for their individual circumstances. To achieve this, The Midst will make several key hires, including a chief technology officer, to develop an application that combines The Midst’s content with its network of care providers to create a powerful user experience for women seeking resources to manage their health.
Schroeder founded Venus, a zine that built a cult following for its coverage of women in the arts at a time when women were not making headlines. At its height, Venus had a global distribution of 60,000 per issue. The publication was completely bootstrapped and later sold to another Chicago publisher.
About The Midst
The Midst is an independent media platform empowering women to reinvent midlife through women’s health resources and community. The publication aims to close the information gap for women experiencing perimenopause, which has long been overlooked by medical professionals. For more information about The Midst or to find women’s health resources for women in their 40s and 50s, please visit www.the-midst.com.
