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The Toast is singular among the ladyblogs. It is primarily a humor site with a heavy focus on the literary, pop culture and general nerdy content targeting young women. It doesn’t trade in celebrity gossip, and its editors, Nicole Cliffe and Mallory Ortberg, do not work for a man. It does not have outside backers.
Nine months in, the site is profitable and has been since the third month. And its audience is growing, with 30 percent of readers men—among them, Ta-Nehisi Coates, a writer for The Atlantic, who declared it “so ratchet.”