Microsoft 'ONIT' trademark filing signals plans for new men's site |
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Microsoft 'ONIT' trademark filing signals plans for new men's site
Look out, Maxim and GQ? A newly surfaced trademark filing shows Microsoft seeking to register the name "ONIT" for a new website catering to men.
Based on the sound of it, the site could be a natural addition to the growing stable of online properties created for Microsoft by the high-profile team at BermanBraun Interactive, which teamed with the company on the successful WonderWall celebrity site, and the follow-up Glo online magazine for women, created in partnership with Elle and Woman's Day publisher Hachette Filipacchi Media.
That part is pure speculation. But the trademark filing, dated Aug. 4, is clear in describing "ONIT" as "an Internet website portal featuring information of general interest to men," specializing in "providing information in the field of entertainment, sports, fitness, recreation and leisure activity."
Trademark filings put names in all-caps by default, so we're thinking it's probably "OnIt," as in, "On It" -- which would presumably be a synonym for "all over it," as opposed to an exasperated "Yeah, yeah, I'm on it."
For the record, Microsoft doesn't appear to own the onit.com domain name. We've asked the company for more details on its plans for the new site, and we'll update this post if there are any.
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