Earlier this month, Janet Scardino, the former head of global marketing at Reuters, (NSDQ: RTRSY) was tapped as president and CMO of TheKnot. A profile in Crain’s NYB provides vague hint of how Scardino wants to broaden TheKnot’s focus beyond being a portal for marriage-related online content. Essentially, she wants to continue adding more general female-oriented content and brands to TheKnot’s stable of sites, a path the company has already been following.

SEE ALSO: Industry Moves: TheKnot Appoints Reuters Media EVP As New CMO

Scardino says she wants to build on the newlyweds site TheNest.com; the new parents community TheNestBaby.com; and general parenting site Lilaguide.com. While the company exceeded analysts’ expectations when it posted Q2 earnings of $4.8 million, a 23.1 percent increase year-over-year, along with a 61 percent revenue gain of $28.5 million, traffic has remained fairly low. Last month, TheKnot.com (NSDQ: KNOT) attracted a decent 1.9 million uniques, the Crain’s piece notes. At the same time, TheNest.com drew a meager 301K uniques. Traffic at other sites in the network was so small, it wasn’t even counted.