b5media Launches Women’s Health Site ‘Blisstree’

blisstree03112010.jpgOnline media firm b5media today launched its latest vertical, Blisstree.com, a health Web site geared toward women in their 30s and 40s.

Since moving its operations to New York City from Toronto, b5 has launched young-adult women’s site Crushable (with former FishbowlNY editor Amanda Ernst as deputy editor) and its 20-something sister, TheGloss.

Elizabeth Spiers, founding editor of Gawker turned Web-launch consultant, is supervising the site’s editorial direction. Former magazine editor Christine Egan, whose writing has appeared in The New York Times, Glamour, Brides and Town and Country, is the editor-in-chief. Deputy editor Briana Rognlin has written for cult-hit fashion blog Advanced Style and hotel-review site Oyster.com.

“Running a site like Blisstree comes with a tremendous responsibility to women,” said Egan in a statement. “So often, sites that cover women’s wellness are overwhelming, diet-obsessed, or simply not much fun. I want to create a space where women of different interests, backgrounds, professions, fitness levels, and stages of health can all feel welcomed, encouraged, challenged, and enlightened.”

Press release after the jump.


NEW YORK, NY and TORONTO — March 11, 2010 — b5media, Inc., a leading online media company, today launched a new health and wellness website with a keen sense of humor, Blisstree.com, as a new interactive destination for women.

Blisstree is an important step for b5media as it transitions from a new media network of blogs into a global lifestyle media company. Blisstree follows in the already-successful footsteps of its sibling sites, TheGloss.com, which launched earlier this week, and Crushable.com, which launched last month. Taken together, Crushable.com, TheGloss.com, and Blisstree.com represent the natural progression of three important stages in a woman’s life.

• Crushable connects with pop-culture-savvy teens and young women in their 20s
• TheGloss appeals to sophisticated and cultured women in their 20s and 30s; and
• Blisstree speaks to women in their 30s and 40s whose priorities include optimal wellness and overall balance in life among health, work, family, home, and relationships.

Online innovator Elizabeth Spiers oversees editorial direction of the site, along with Editor-in-Chief Christine Egan and Deputy Editor Briana Rognlin. Egan is a former magazine editor who has written for publications including The New York Times, Glamour, Brides, Town & Country, Indagare.com, and USA Today, and Rognlin is a former fashion blogger, and a travel reporter for Oyster.com.

“Blisstree isn’t just another women’s website that mindlessly repeats the latest wellness trends,” says Spiers. “We provide compelling take-away value. It’s a space for intelligent, modern women who crave content that speaks to all women — from stay-at-home moms to childless, career-oriented, single, married, and divorced women. The woman who reads Blisstree is as likely to compete in triathlons and visit a chiropractor as she is to practice Hatha yoga and use an acupuncturist, and the site’s wide range of coverage — and sharp sense of humor — speaks to that diverse taste.”

Blisstree also publishes relatable features about food, style, home design, parenting, and relationships. Columnists include author and home cook Giulia Melucci, raw food chef and “green lifestyle” expert Renee Loux, and respected Toronto-based Naturopath Dr. John Dempster. Other Blisstree writers have contributed to publications including The New York Times, Washington Post Magazine, InStyle, Redbook, Real Simple, GQ, Time Out New York Kids, Saveur, and Good Housekeeping.

“I am proud to create a site that speaks to the numerous desires of modern women and the challenges they face when addressing their wellness issues, inside and out,” says b5media CEO Elaine Kunda. “Today’s woman does not want to follow a fad diet; she wants to balance the complex aspects of her life so that she can look, and, more importantly, feel good. She deserves a website that lets her explore all of her wellness-related interests without labeling her or judging her current state of health.”

“Running a site like Blisstree comes with a tremendous responsibility to women,” says Egan. “So often, sites that cover women’s wellness are overwhelming, diet-obsessed, or simply not much fun. I want to create a space where women of different interests, backgrounds, professions, fitness levels, and stages of health can all feel welcomed, encouraged, challenged, and enlightened.”