Goldberg thinks he’s cracked into female interest by hiring females to write lots and lots and lots of articles for females. Gender issues aside, he has a fascinating premise: rather than specialize his outlet, he’s broadening it. He wants to reach women ages 18-34. He wants to reach EVERY woman aged 18-34.
The really tragic and innovative thing about Goldberg’s approach is that it relies on massive amounts of content, flooding the site with as many as 60 articles a day on a variety of topics. It’s a polygamous marriage of aggregation, reportage, and opinion. This seems like it cannot ultimately produce great content. But as a business model, as Goldberg proved with Bleacher Report, it might work.