Interview: Michelle Madhok, editor-in-chief, SheFinds

Kimberly Maul talks with Michelle Madhok, editor-in-chief of SheFinds and MomFinds. Madhok discusses the impact of the economy on the interests of the 'shopaholics' that visit her sites.

Name: Michelle Madhok

Title: CEO, editor-in-chief, and founder

Outlets: SheFinds, MomFinds

Preferred e-mail address:

Web sites:;
Kimberly Maul talks with Michelle Madhok, editor-in-chief of SheFinds and MomFinds. Madhok discusses the impact of the economy on the interests of the 'shopaholics' that visit her sites. 

PRWeek: Tell me about and sister site

Michelle Madhok:
We publish Web sites that help busy women shop online. We have, which is fashion and beauty, and, which is stuff for moms and little kids. We've been doing it since 2004, and we hire shopaholics across the country - writers, who scout out the best stuff – and then we post about it.

PRWeek: Your sites are all about shopping. Have you had to change your strategy because of the recession?

We do both high and low. Everybody's been hit by this, and everybody's stopped shopping, but I've still seen people buy. The silver lining is that there have been a lot of sales, so people are able to get higher quality merchandise at lower prices. One thing I've seen a lot of are these sample sale sites, where they are taking the inventory from retailers and manufacturers that they can't sell – and really high-end brands – and selling them at 80% off during limited-time sales online. We've seen so many now we've started creating a weekly list of them that we mail to our subscribers.

PRWeek: So how many editors work for you?

Right now we have four full-time, and we have an opening for a MomFinds editor. We're also finding a BrideFinds editor by the end of the year. It hasn't launched yet, and it is going to be everything you need to buy for your wedding online. We only write about things that are sold online. Sometimes people pitch me to write about some doctor's advice on surgery. We don't do that. We only do something for things you can buy from your desk. The idea is that there are certain things you have in your life when you have more money than time. And we'd rather get those women who would rather throw money at the situation than spend the time searching it out.

PRWeek: What else should people know about contacting you?

Just know who you're pitching and know what you're pitching for. A lot of times, we get pitched for things when they had a press event for print magazines and not for digital, and we want to recommend things that we've seen. I think that PR people shouldn't be ghettoizing bloggers and saving their best stuff for print, because I think bloggers are going to be more influential than print very shortly, if not already.

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