April 7, 2010

MSN, partners launch 'Glo' lifestyle Web site for women

Microsoft's MSN has launched a new lifestyle Web site for style, beauty, living and relationship content targeted at women aged 25 to 49.

It's called Glo, and it very much brings a print-magazine look and feel to the Web. MSN partnered with media companies Hachette Filipacchi Media U.S. and BermanBraun to fill out the content it offers on Glo.

"This is really designed to be an escape for women," Anne Weintraub, the Glo executive editor, said during a conference call with media Tuesday morning. With content that's supposed to be fun, enjoyable and relatable, Glo aims to "acknowledge with a wink the guilty pleasure of these categories," she said.

Without Adobe Flash or Microsoft Silverlight, the site features dynamic navigation through large-form visuals. Every day, Glo will get about seven new content pieces – including the main features, which are paired with "large, glossy photos to trigger an endorphin rush," Weintraub said.

It's the site for which Microsoft announced plans in December. Hachette owns magazines such as Elle, Elle Decor and Women's Day; BermanBraun produces TV shows such as "Mercy" (NBC), "Accidentally on Purpose" (CBS) and "Is She Really Going out with Him?" (MTV).

Glo's content comes from MSN writers and editors, Hachette magazines and online partners such as Remodelista and StyleSpot, executives said. And both Hachette and MSN will publicize the new site on their own Web sites – MSN, for one, has added a new "Glo" option in its pull-down "lifestyle" tab.

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