'ForbesWoman' aims for executive with site and quarterly

NEW YORK: Forbes launched the ForbesWoman brand this month as a quarterly magazine and a daily news Web site aimed at professional women.

NEW YORK: Forbes launched the ForbesWoman brand this month as a quarterly magazine and a daily news Web site aimed at professional women.

The ForbesWoman Web site, launched April 1, features mostly original content, as well women-centric stories from other Forbes properties. Its coverage include beauty, well-being, columns, leadership, style, time organization, financial management, and profiles of female leaders.

“[There was] the feeling that there are more and more women in the workforce moving up the ranks into executive positions,” said Carol Hymowitz, editorial director of the magazine. “Women always multitask, and they have multiple needs, and in some of the same conversations they might be talking about fashion and at the same time how to strategize better in the board room.”

Although the dedicated Web site launched this month, the print publication is a revision of ForbesLife Executive Woman magazine, launched in 2007, according to the publisher's Web site.

ForbesWoman's quarterly print edition will be shipped to female subscribers in a package with the May 11 issue of Forbes. The publisher plans for the Web site to use an ad-driven business model with ungated content. The publication has a staff of 10, plus freelance contributors, based in New York, said Hymowitz.

The outlet's internal communications staff is conducting media outreach for the launch. The effort includes outreach to consumer print, broadcast, and radio outlets, media trade publications, and bloggers who cover women's issues, said Elizabeth Wasden, senior manager of editorial publicity at Forbes.

The Wall Street Journal also launched a new Web section last May, specifically targeting female professionals.

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