By Mark Sweney: AOL (NYSE: AOL) is to launch a glossy new women’s site as it distances itself from the ill-fated attempt to attract internet youth.
AOL has been aiming to reposition its business since being demerged from Time Warner (NYSE: TWX) and after an unsuccessful strategy that saw it redefine its user base with the acquisition, and subsequent fire sale, of Bebo.
The company, which has made key hires in its European operation including Marie Claire’s online editor, Carla Bevan, as editor-in-chief in the UK, has been dramatically overhauling its editorial offering.
MyDaily is the company’s big push to target 35- to 44-year-old women
This article originally appeared in Â© Guardian News & Media Ltd..