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Look For The Moon In The Morning Paperback – November 1, 2005


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Product Details

  • Paperback: 131 pages
  • Publisher: Elders Academy Press; first edition (November 1, 2005)
  • Language: English
  • ISBN-10: 0975874454
  • ISBN-13: 978-0975874455
  • Product Dimensions: 0.5 x 5.5 x 8.5 inches
  • Shipping Weight: 8.8 ounces (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (7 customer reviews)
  • Amazon Best Sellers Rank: #2,936,129 in Books (See Top 100 in Books)

Editorial Reviews

Review

Leda understands the soul of the new 50+ woman and delivers emotional thunderbolts that connect with readers' hearts and minds. --Michael Rybarski, Chairman, Tribute Direct, Former Publisher, The Boomer Report

These essays voice knowledge that comes with maturity and provide women with advice that will resonate with their daily experience. --Tessa ten Tusscher, Ph.D., Vice President, Institute on Aging

Leda Sanford is a great teacher and an inspirational example of hip, smart, stylish, self-empowered and successful aging. --Ken Dychtwald, Ph.D., CEO, Age Wave

These essays voice knowledge that comes with maturity and provide women with advice that will resonate with their daily experience. --Tessa ten Tusscher, Ph.D., Vice President, Institute on Aging

Leda Sanford is a great teacher and an inspirational example of hip, smart, stylish, self-empowered and successful aging. --Ken Dychtwald, Ph.D., CEO, Age Wave

About the Author

Leda Sanford is a former New York magazine publishing executive of such magazines as American Home, Bon Appétit, Chief Executive, and Modern Maturity. Her fifteen years with AARP, Age Wave Communications and as editor of The Boomer Report exposed her to extensive research on aging and the aging baby boomer. Leda now devotes her time to writing and as a frequent speaker on preparing ourselves for the "new longevity."

More About the Author

Leda Sanford knows all about re-inventing oneself. Born in Italy to an American mother and an Italian father, her family moved to New York in 1939 to escape World War II. At 16, already a high school graduate, Leda knew she wanted to be a journalist. Her mother had other plans, and the teenager acquiesced. She attended The Fashion Institute of Technology, spent a brief period in fashion design, and then married and moved to the suburbs.

Divorced in her mid-thirties, the mother of two claimed the only career she'd ever wanted. Using her fashion background as an entrée, she took a job as an assistant editor at a trade magazine, Teens and Boys, swapping her secure suburban existence for an urban one filled with hard work and challenges. Within two-plus years, she had worked her way up to editor-in-chief. A subsequent three-year stint as the first woman editor-in-chief of Men's Wear magazine boosted her reputation, and allowed her to jump to American Home-and into the history books-as the first woman publisher of a major American magazine. During her years as head of that magazine, she hit the road nonstop, delivering hundreds of speeches on the emerging woman who was redefining American life.

Leda's journalistic experience had been on the editorial side, but now she was expected to oversee the advertising and sales of a debt-ridden giant on the verge of collapse. Realizing that American Home had to be viable if she was going to sell it successfully, she transformed its stodgy content to make it more relevant and sexy to its readers- emerging women who were increasingly working and liberated. She found the all-male sales staff resistant to the repositioning of the publication and set a trend by hiring female salespeople-a first in the industry. Within a year, the magazine's circulation had surged from last to second place among its competitors. The progress, however, was deemed inadequate by the powers that be, and American Home was folded into Redbook. Leda felt like she'd been knocked to her knees.

After that heart-wrenching loss, it wasn't easy to pick herself up and come back swinging. Still, she would find the resilience to move on to positions as publisher and editor-in-chief at Chief Executive Magazine and Attenzione, a magazine for Italian-Americans that she helped create. By the time she had become publisher of Bon Appétit in the early eighties, she had turned her weaknesses into strengths. "Her experience may be greater than that of any woman in the field," wrote publishing guru John Mack Carter in AdWeek.

The hard-won know-how, along with Leda's strong sense of determination, would serve her well when a headhunter told her in 1983 that no one would hire because of her age. Determined to prove him wrong, she became editorial director for Living Anew and advanced to advertising director for Modern Maturity and The AARP Bulletin. Then, at age 59, she left New York and moved to Sausalito, California to start a new life. In the Bay Area she rose to senior vice president and editorial director for Age Wave Communications Corporation, and emerged as a leading consultant on specialty publishing and the mature market for American Express Custom Publishing. As an editorial consultant she worked closely with Ken Dychtwald on his book Age Power: How the 21st Century Will Be Ruled by the New Old, and with Maddy Dychtwald on her book Cycles: How We Will Live, Work and Buy. Since 1975 she has written columns in the magazines she had directed.

Her fifteen years working with AARP, Age Wave Communications, and as editor of The Boomer Report exposed her to extensive research on aging, including the aging baby boomer. The essays in Leda's book, Look for the Moon in the Morning, were written while she served as editorial director of Get, Up & Go!, the magazine for women living anew.

Her latest book, Pure Moxie, is a revelatory memoir about her life after leaving suburbia and climbing the ladder of success in the highly competitive national magazine arena where she became the first woman publisher of a major American publication, American Home.

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Most Helpful Customer Reviews

6 of 6 people found the following review helpful By Allan Bruce Currie on April 30, 2006
Format: Paperback
Leda Sanford has written an excellent reference book for mature adults in thirty short and entertaining chapters. Although mainly geared toward a maturing audiance, all readers will find this short tome worthy of frequent consultation. As opposed to most self-books, this one actually has usable suggestion in each chapter that are set out succinctly; the reader is not forced to wade thorugh tons of verbiage to get to the points Leda makes throughout the book. Chapter Two explains the title of book, and I encourage readers to explore that and the other chapters on ways to explore new horizons and enhance the quality of each of our lives. I am sure other readers will do what I have done which is keep this short book on my nightstand as a constant reminder to live life to the fullest.
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5 of 5 people found the following review helpful By Love Books on May 1, 2006
Format: Paperback
This is a marvelous book to read and to give as a gift to women of all ages. It is a small treasure that addresses everyday issues illustrated in story form. There are many books written about womens' issues, but this book, though small, has so much that one can relate to .. the chapter about Aunt Dora inspired a wonderful trip, the chapter "Calling all Grandmas" was so relevant and "Throwaway Lines" is a chapter that we could all use when facing the garage and "life" culling.

I find it marvelous and cannot recommend it more highly.

MOTHER'S DAY PRESENT!!!! well any time of year and great gift to yourself or someone you know!
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5 of 5 people found the following review helpful By Diane Graham on May 2, 2006
Format: Paperback Verified Purchase
With wisdom and compassion, Leda Sanford demonstrates a purposeful approach to life, suggesting gentle, clever steps to renew and enrich every aspect of living. She reminds us that as we mature, we have the "chance to live life anew and on our own terms". My favorite quote from her book sums up her nourishing challenges: "Are we ready to get up and go, to make a difference in our community, to make new friends and learn new skills and revisit our dreams? For that is the ultimate freedom-the freedom to make the most of our lives." You'll love this book!
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3 of 3 people found the following review helpful By Heather I. Gordon on June 26, 2006
Format: Paperback
Look For the Moon in the Morning is a selection of smart, well-written essays that simply cannot be put down. A page-turner, this book made me laugh, cry, nod with recognition and helped me understand things in my life that were going on and had gone on with a sense of relief. Leda Sanford's candor and self-knowledge helped me relate to my own issues and helped me feel a sense of will to go on and tackle many of life's challenges with a sense of renewal. I enthusiastically recommend this book for people of all ages.
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