TheStreet.com (NSDQ: TSCM) has gone Fox Business on us: it has launched its MainStreet.com site, aimed at what it says: the general public outside its core financial audience, aimed at personal finance. Its tag line is: “Where Life and Money Intersect”. The intention to launch was announced a while ago, and the company has high hopes from it, both in terms of audience and ad revenues. It has a deal with AOL (NYSE: TWX), which will help promote it to a wider audience…

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Speaking of AOL, think of the tone of MainStreet as a cross between TSCM and TMZ. From Mediaweek: according to Steve Elkes, TheStreet.com’s chief revenue officer and EVP, M&A, the company expects that MainStreet.com will appeal to brands outside of TheStreet.com’s base, including more female-oriented categories, such as health and beauty.

This follows the recent relaunched of TheStreet.com main site, with a de-cluttered, headlines only look, and emphasis on video.