News-Based Fem Site
Young women’s network ChickClick today unleashes Shewire, an all-fem, all-the-time news and discussion site aimed at females 20 to 30.
“It’s an extension of what ChickClick’s been trying to do, providing more progressive content through our affiliates,” said producer and editor Beatrice Springborn. “Now we want to provide news and information that has a more serious slant to it.”
Springborn conceived Shewire with ChickClick co-founder and creative director Heather Irwin. They describe themselves as news junkies who felt the perspectives of young women were missing from conventional reportage.
“We were seeing more and more serious [discussion] on our network,” Springborn said, “more people talking about things like Kosovo and anti-depressants. Also, the press coverage of Columbine [Colorado, scene of the highly publicized April 20 high school killings] … was a bunch of researchers and psychologists talking about the life of teens, with no young people’s perspective.” Readers can comment on news stories in accompanying discussion groups.
Partnerships with more traditional news media are in development. At launch, daily content will come from reader submissions, to be edited and fact-checked by ChickClick’s editors. Eventually, Shewire will build a reporting staff.
The Shewire launch is part of an ongoing reorganization of ChickClick.com, San Francisco, which launched in February 1998 as a group of women- and girl-produced Web ‘zines. Site visitors will now see three channels: Estronet for women, gurlnet for girls and the Shewire service. “We’re trying to better channel all the information that’s coming out of the network so people can get into the information they care about,” said Heidi Swanson, co-founder and director of ChickClick. “Shewire will … get our users the news they want in the voice they want it.” At least two more channels will roll out in the next month, although Swanson would not disclose their content.
Shewire will be supported by ad revenue from the ChickClick network; advertisers can buy run-of-site or specific vehicles. ¡
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity