Sites play to women's specialized interests

Gilbert, Jennifer
May 2000
Advertising Age;5/1/2000, Vol. 71 Issue 19, p56
Trade Publication
The article reports on the increase in the number of Web sites that are catering to the special interest of women in the U.S. in 2000. These niche Web sites claim that are is money to be made from advertising and e-commerce in narrow categories. However, several online communication see the niche sites as mere potential partners or acquisition target in a market where consolidation is prevalent. iVillage CEO Candice Carpenter is not at all bothered with the emerging business. She notes that a media site has to have a reach of 10% to 15% of female adult Web users to be a viable proposition. She further asserts that the company has a 9.6% reach, which a lot of niche sites would not reach.


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