Like most magazine companies, HFM US, the publisher of ELLE and Woman’s Day, has been refocusing lately. Last month, the company said it would close its “aspirational” decor title Metropolitan Home with this month’s issue, folding its shelter-related content into the ElleDecor site.

SEE ALSO: Hachette Closes Metropolitan Home Magazine With December Issue; Luxury Design Group Is Dissolved

As for MSN, last spring, Microsoft held an “upfront-style” even for advertisers that was largely centered around Wonderwall, which debuted last February. At the advertiser presentation in April, MSN US head Scott Moore said Wonderwall was not just going to focus on entertainment, but on lifestyle content aimed at women. Parenting is another vertical that Moore said Wonderwall would be exploring as well.

Talks between the three entities began over the summer, said Todd Anderman, HFM US’ SVP of digital, in an interview with paidContent. “We have had separate relationships with BermanBraun and Microsoft. As we talked about our plans going forward, it made sense to do something together.”

The new site will feature mostly original content, with HFM US contributing some content from its magazines. There will also be a dedicated staff, so there will be some hiring over the next few months as work on the new project begins just after the new year.