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In the North Country, spring means the mountains turn green, the rivers flow wildly and on Friday - against all odds - one of the nation's oldest movie theaters opens for the summer.

NHPR correspondent Chris Jensen has this story about the Colonial Theatre in Bethlehem.

Today on Word of Mouth, we talk about single mothers: Those who choose single motherhood, and those who don't. We also hear about the big winners in the Webby Awards (they're like the Oscars of the Internet), and we talk with reporter and author Andrea Gardner about the way advertisers target women.

(Photo by waI.ti:)

You don't have to be a social scientist to see that the traditional American family is changing, and motherhood is changing right along with it. More and more women are choosing to have children without partners. The growth of groups like Single Mothers By Choice and the proliferation of books like Choosing Single Motherhood and Knock Yourself Up point to a generation of women who are choosing a new path. Technology, money and often the loud ticking of a biological clock is making single motherhood a good option for some women. Word of Mouth host Virginia Prescott talks about this trend with Jean Railla, who wrote about it in the parenting magazine Babble. Her article is called Fatherless Brooklyn: Why Today's Women are Choosing to have Babies Alone.

Obviously, not all single mothers choose to raise their kids on their own, and when very young women -- like teenagers still in high school -- get pregnant, they can face many challenges. An unexpected pregnancy can throw a girl's life into chaos, and these young mothers can usually use all the help they can get. That's where the Maine Children's Home for Little Wanderers comes in. Along with the regular high school subjects of English, History and Math, the students at this school also attend parenting classes. Producer Sarah Elzas visited the school and produced this story. Sarah's story was produced with the help of the Salt Institute for Documentary Studies.

(Photo by waI.ti:)

Experts say the average person encounters up to five thousand advertisements per day. We’re constantly bombarded with messages telling us what we need to be happier and healthier. Marketers get paid to know their audience, and they craft advertising strategies that target every imaginable demographic. Marketplace reporter Andrea Gardner looks at the ways companies try to appeal to women, often through "flattery, flirtation and manipulation." Thursday on Word of Mouth, she talks with host Virginia Prescott about her book 30 Second Seduction.

TV Commercials Discussed:

Playtex
This is an example of the "Best Friend" technique -- having real women (or realistic looking actresses) talk in a very candid down-to-earth way, so as to befriend female consumers to the brand.
Click here to watch

Dawn
This is an example of the "Fence Mender" technique. The company wants to highlight its good global citizenship and show consumers that Dawn is a good guy - not an evil corporate titan.
Click here to watch

Hellmans
This is an example of "The Fan" technique -- staying on top of the trends and reflecting that reality in ads. Because it's all about authenticity with women, and the more you are in tune with the here and now, the better. The company knows that healthy eating and whole foods (no preservatives) are very much in the zeitgeist right now.
Click here to watch