Why AOL is Smart To Go After Young Women

Mediapost is reporting that AOL is currently developing a new Web site for young women. Last month we learned that AOL would be going for a large number of new site launches in 2008 so I assume this new young women's site will be one of those.

This is a smart move by AOL as they can begin to win over women while they are young and hopefully as they mature in age, they can slide into one (or more) of the other AOL offerings. In addition, women's interest Web sites are one of the most lucrative from an advertising perspective, both in advertising rates and engagement by users. Of course it's important to note that online there are very low switching costs so AOL needs to make sure the site is sticky, very sticky.

Now if AOL was really smart, they would begin to offer start pages by category that pull in content from all of their content offerings. Otherwise AOL might become like CNET which is like trying to navigate a zoo without a map.

Looks like the new property won't be solely a blog as they are seeking someone with AP writing style experience.