HENDERSON, NV: There may be pink on its website, but there's nothing girly about Female Entrepreneur magazine, a new bimonthly for women who own small and midsize businesses.
Keli Swenson, the editor, fits this profile herself. She owned three businesses before starting the magazine, which she said isn't a female version of Entrepreneur or Inc., which are concerned with the plights of the ultra-rich. Market research conducted while the magazine was being conceived turned up a demand for something different.
"The women we interviewed didn't want to read about women who were working 20 hours a day and are multibillionaires," she said. "They want to read about real people and how to work less, not more."
The focus will be on practical information such as management strategies, technological advancements, and lifestyle.
The content and list of advertisers are both expanding, and the website publishes unique content. Swenson said she'd also like to see the brand become a portal serving several functions, such as reviews of business plans.