What is The Midst?

The Midst is a media and community platform for women in midlife. We create content about women’s health, perimenopause symptoms, longevity, career and personal development, entrepreneurship, and relationships. The Midst is both a publisher and a community builder. The Midst publishes content for free on the-midst.com and also produces exclusive content for The Midst Substack, which is considered The Midst’s newsletter.

What kind of community is The Midst?

The Midst is building a community program called Founding MidstHers, which is designed for women who are founders, consultants, career changers, professionals who’ve climbed the corporate ladder and are considering change, self-starters, authors, women’s health specialists, coaches, and women who want to connect with other professional women over 40.

Learn about the benefits of The Founding MidstHer program here.

Who are the readers of The Midst?

The Midst readers are primarily women between the ages of 40–55. The Midst welcomes readers starting at age 35 to think about topics such as perimenopause and fertility, and The Midst specializes in telling stories about and sharing helpful information for women in their 40s and into their 50s. In 2025, the primary audience (according to analytics) is women in their mid-40s, who are college-educated, working full time, and live in North America.

Learn more about The Midst demographics in this reader survey.

Who founded The Midst?

Amy Cuevas Schroeder founded The Midst, originally as a personal blog called Jumble & Flow, in 2019. One of her early stories is titled “My Adventures in Perimenopause.” At the time of writing, Schroeder was frustrated with perimenopause symptoms and could not find a doctor who would acknowledge that she was in fact in perimenopause.

Amy Cuevas Schroeder is a serial entrepreneur who founded her first business, Venus Zine (a magazine about women in the arts, music, and DIY culture). She bootstrapped the business in her Michigan State University college dorm room at age 19 and after building it into a full-color, internationally distributed publication, sold the business to a larger publisher in Chicago, in 2006.

After selling Venus Zine, Schroeder moved to New York to start fresh. She wanted to work for and learn from larger companies and more experienced leaders. She worked full time for companies including HarperCollins, Dentsu Aegis, and Etsy.

Is The Midst a healthy business and is it doing well financially?

Yes, The Midst is doing well financially and has no debt. As a self-funded independent business, The Midst currently has no outside investors. The Midst has grown a steady following organically and through word of mouth, with no paid advertising. The Midst is poised to grow and scale.