Midwifery Today

What Midwifery Today does

Midwifery Today, Inc. is a privately-held content and education company serving the global midwifery community since 1987. The company operates a multi-product ecosystem anchored by its quarterly Midwifery Today Magazine, an online membership platform, an international and domestic conference business (80 conferences held across 20 countries since 1992 with registrants from over 100 countries), and a catalog of supplementary educational products including books, e-books, audio downloads, and online classes. It also publishes a weekly E-News newsletter and operates a Birth Market for related products and services.

The company was founded by Jan Tritten in 1986 and historically operated as a family-run business. In 2023, after Jan's retirement and the departure of several family members, the company faced severe financial distress (empty bank accounts and unpaid bills) and was rebuilt under new leadership (Shannon Mitchell), supported by new business and website management teams. Core products have shifted toward digital delivery: print magazine subscriptions were replaced in 2020 with a website membership model, and additional digital offerings (online classes, redesigned online communities, annual editorial collections, and an Online Conference 2026) are being layered on.

The underlying technology stack is commodity rather than proprietary: WordPress for the website, Shopify for e-commerce, MailChimp for newsletters, and Fourthwall for merchandise. There is no proprietary platform, no API, no AI/ML capabilities, and no mobile app. Revenue is generated from subscription-style online memberships, conference registrations and sponsorships, low-unit-price product sales (books, e-books, audio), and advertising across the magazine, website, and mailing list. Customers are a long-tail mix of professional midwives, midwifery students, doulas, childbirth educators, and expectant parents distributed across 75+ countries.

Name

Midwifery Today

Legal name

Midwifery Today, Inc.

Website

https://midwiferytoday.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

11–50 employees

Short description

Midwifery Today is a privately-held content and education company, founded in 1986, that publishes a quarterly magazine, runs international conferences, and sells books, audio, and online classes to professional midwives, midwifery students, doulas, and expectant parents across more than 75 countries.

Ownership category

akta.pro rank

Product category

Midwifery Education & Publishing

NAICS

Periodical Publishers (513120), Book Publishers (513130), Newspaper, Periodical, Book, and Directory Publishers (5131)

SIC

Periodicals: Publishing Or Publishing & Printing (2721), Books: Publishing Or Publishing & Printing (2731)

akta.pro industry

PRIMARYMPAJAEAB

Women’s Interest & Parenting Magazines

Media, Entertainment & Sports/Publishing (Books, News, Magazines)/Magazine Publishing (Consumer & B2B/Trade Magazines)

Keywords

• Midwifery education
• Birth practices publishing
• Professional development resources
• Maternity care media
• Continuing education events

Headquarters

HQ city

Eugene

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Operations, Marketing or Sales, Others, Technology or R&D

Revenue model

1. Magazine Subscriptions: Quarterly print/online magazine subscription providing articles on midwifery, birth practices, and related topics. Authors receive a one-year subscription plus two copies of the issue in which their article appears.
2. Online Membership: Website membership providing access to electronic issues, articles, multimedia content including video and audio clips from authors. Published annually as a collection rather than multiple issues.
3. Conference Fees: Registration fees for international and domestic conferences, including exhibit tables, program ads, and sponsorships.
4. Product Sales: Sale of books, e-books, audio recordings of past conference classes, merchandise, and back issues of the magazine through their Shopify store.
5. Advertising: Advertising options including electronic/internet ads (E-News, web page ads), magazine display ads, classifieds, calendar listings, conference sponsorships, and mailing list rental.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels10 records

Core offering

Midwifery Today is a content and education company that publishes a quarterly magazine on midwifery and birth practices, sells subscriptions via an online membership portal, organizes international and domestic conferences promoting optimal birth, and distributes supplementary educational products including books, e-books, audio recordings of past conference classes, and online classes for midwives, doulas, childbirth educators, students, and parents.

Product overview

Midwifery Today is a content and education company focused on promoting optimal birth practices worldwide. The company operates a multi-product ecosystem consisting of Midwifery Today Magazine (the flagship print and online publication), Online Memberships (subscription-based access to articles and conference audio), international and domestic Conferences, and supplementary products including Books, E-books, Audio Downloads, and Online Classes. The company also publishes a weekly E-News newsletter and maintains the Birth Market for related products and services. The offering functions as a platform-plus-content model where the magazine and membership provide core value, supplemented by conferences and digital products.

Differentiator

Problem solved

Functional benefit

Products and services

• Midwifery Today Magazine Quarterly print and online publication featuring articles on midwifery, birth practices, and maternal health written by midwives, doctors, doulas, and childbirth educators worldwide.
• Online Membership Website membership providing access to online articles, conference audio, back issues, and member-exclusive resources including new weekly articles, published annually as a collection rather than multiple issues.
• Midwifery Today Conferences International and domestic conferences promoting optimal birth practices, featuring classes, entertainment, and networking for midwives, doulas, and doctors from multiple countries.
• Books Published books on midwifery, birth practices, and related topics available for purchase through the online store, priced from $12.95 to $26.95.
• E-books Digital downloadable books on midwifery and birth topics available for purchase through the online store.
• Audio Downloads Downloadable MP3 audio recordings from past conference classes and educational sessions for professional development, priced at $9.99 per file.
• Online Classes

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Emerging players

• Choices in Childbirth: Consumer advocacy organization publishing guides and resources for expectant parents on birth options and midwifery care. Comparable thematic positioning around informed birth choices and midwifery advocacy, though smaller in scale and focused primarily on the New York market.
• Evidence Based Birth: Digital-first childbirth education company offering evidence-based research summaries, online courses, and a podcast for birth professionals and parents. Comparable as both serve the same professional midwifery audience with subscription-based educational content, though Evidence Based Birth is digital-native and more narrowly focused on research translation.

Direct peers

• Lamaze International: Direct peer offering childbirth education content, certifications, and instructor training. Comparable to Midwifery Today as both serve expectant families and birth professionals with educational resources, though Lamaze leans more toward hospital-based childbirth education while Midwifery Today focuses on midwifery care and natural birth.
• ICEA (International Childbirth Education Association): Professional certification organization for childbirth educators offering training programs, publications, and an annual conference. Comparable as both serve childbirth educators with continuing education resources and conferences, with overlapping customer bases in doulas and educators.
• DONA International: Direct peer serving doulas and birth professionals through training, certification, and continuing education. Comparable as both organizations monetize birth-professional education and serve overlapping customer segments (doulas, childbirth educators, midwives).
• Birthing From Within: Childbirth education methodology and training organization offering mentor certification programs, books, and classes. Comparable as both monetize birth-professional training through books, courses, and workshops serving overlapping audiences of doulas, midwives, and expectant parents.
• Mothering Magazine: Long-running publication covering natural family living, midwifery, and gentle birth practices. Comparable as a peer magazine serving overlapping audiences around natural birth and midwifery, though Mothering transitioned primarily to digital after ceasing print publication.

Broad incumbents

• Midwives Alliance of North America (MANA): Professional association representing midwives across all credentials with conferences, publications, and advocacy resources. Comparable as a peer organization serving the midwifery community with educational events and publications, though MANA operates as a non-profit professional association rather than a commercial entity.
• International Confederation of Midwives (ICM): Global umbrella organization for midwifery associations worldwide, providing international standards, education resources, and conferences. Comparable given Midwifery Today's international reach across 75+ countries, though ICM operates as an institutional standards body rather than a commercial content publisher.
• American College of Nurse-Midwives (ACNM): Professional association for certified nurse-midwives in the U.S., offering continuing education, publications, and conferences. Comparable as both serve the midwifery professional community with educational content and events, though ACNM is the larger institutional incumbent focused on nurse-midwifery certification pathways.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Xx.com/midwiferytoday
• YouTubeyoutube.com/channel/UC20YFjbiSlfZW60PQfxRWHw
• Facebookfacebook.com/MidwiferyToday
• LinkedInlinkedin.com/in/jan-tritten-96260563
• Instagraminstagram.com/midwifery_today
• Pinterestpinterest.com/midwiferytoday

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Midwifery Today