New Women's Portal Bets Against Gender Stereotypes
Creators of a new informational web portal are betting that women will respond to a site that goes against gender stereotypes. UtterlyFabulousNetwork.com is targeted to women aged 18 to 55, but its creators consciously stayed away from many of the factors that typify a traditional "women's site." Created and run by a collaborative team of women, the site seeks to provide useful answers to women on an array of subjects.
One of the most obvious factors that distinguishes the site is its appearance. A group statement from the Utterly Fabulous Network team noted, "We just got tired of seeing sites geared towards women that were done in shades of pink and purple and overloaded with stereotypically feminine ads. We feel that women are interested in more than relationships, dieting, and parenting, so we decided to try something different."
Another aspect in which this new portal has attempted to distinguish itself is in the content itself. While the site does cover the standard topics of relationships, fashion, and fitness, it also touches on travel, career, finance, and more. "Intelligent women follow intelligent content. That's why each piece we publish is backed by research or has a uniquely engaging voice," said the team.
The site is part of a growing trend as well. As reported by USA Today earlier this year, women represent a growing slice of the core web audience, and many marketers are catching on. "At the Utterly Fabulous Network, we're proud to provide women with a fresh take on huge array of subjects they may be interested in. Women are very web-savvy, and we wanted to respect that with a site that was easy to navigate and didn't simply treat the reader like a target for advertising." And with Nielson Ratings showing a larger increase in the growth rates of female web surfers compared to male, this may be an intelligent approach.
Whether this forward-looking approach pays off is yet to be seen, but the women of Utterly Fabulous Network are confident. "Women can care about serious issues like health care and retirement and also appreciate fashion and entertaining advice. We created the site for these fabulous women and anticipate a big response." If their gamble pays off, marketers and advertisers seeking to break into this expanding market would do well to take notice.
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