In the latest effort to deliver content to the growing numbers of female Web surfers, online content and community company iVillage has announced the launch of its newest site, Life Soup: The Women's Network.
The site, which will land on the Net in early November, will combine aggregated content from iVillage's other online communities with original content on five of its ten channels, according to Candice Carpenter, chairman and CEO of iVillage.
Kate Delhagen, an analyst with Forrester Research, was enthusiastic about iVillage's chances in the crowded market.
"I liken iVillage to a Yahoo in terms of potential for success," Delhagen said, "We think that's the profitable business model for the Internet."
Life Soup will be competing with some established media brands for the estimated 34 million women expected to be on the Net by the year 2000, accounting for over 46 percent of the total online audience, according to research from Jupiter Communications.
As previously reported, Martha Stewart is scheduled to make her Internet debut today with a companion site to her magazines, books, and television shows.
The CondeNet-backed Phys was also launched last month as an online personal health service for women. The site features the content of publications like Self, Glamour, Allure, Mademoiselle, and Vogue, as well as database-driven personal fitness profiles and questionnaires.
Women's Wire, an online magazine focusing on women's issues, has announced deals with Yahoo to create a search engine for women and has also announced a major cash infusion from US West Interactive Services in the last year.
"The growth of women online has outpaced all projections," Carpenter said. She is clear about which of those women she is targeting with Life Soup.
"Sites like the Martha Stewart site and [Hearst's] HomeArts are targeting women who have time and who are looking for guidance on how to fill that time. We are targeting women who don't have time, women who are juggling multiple roles and are looking for ways to maximize the time that they have."