Microsoft, partners plan 'online lifestyle experience' for women |
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Microsoft, partners plan 'online lifestyle experience' for women
Microsoft and BermanBraun Interactive, which teamed on the surprisingly well-received "Wonderwall" celebrity site, this morning announced plans to work with Elle magazine publisher Hachette Filipacchi Media on a new lifestyle site that will focus on "style, beauty, relationships and home decor."
The move shows Microsoft's willingness to move beyond the core MSN brand to target specific audiences, in this case women ages 25 to 49. Like Wonderwall, the new lifestyle site will be "distributed" through MSN, presumably with a link from the home page, but it will also be able to stand as its own brand.
The new site is scheduled to launch in the first half of next year. The company says MSN will lead the advertising sales for the site, working with Hachette Filipacchi Media on specific accounts.
"Lifestyle is one of our top priorities because of its growing popularity and strong appeal to the adult female audience and advertisers that wish to reach them," said Scott Moore, MSN U.S. executive producer, in a post on the MSN blog. "We see a great opportunity to expand on our current lifestyle offering by delivering a new experience that is unique to the broader lifestyle category."
Kara Swisher of AllThingsD.com broke the news this morning in advance of Microsoft's announcement.
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