More insight into iVillage's baffling strategy interviews iVillage Chief Executive Doug McCormick.
He says “The underpinning of our philosophy is to take our brand name and extend it into other areas.”, but they have bought lots of non-iVillage brands: The Newborn Channel, Business Women’s Network, Lamaze Publishing. .
He claims to have dropped pop-up ads and that their readers use the Internet as a utility and a tool. But they’ve introduced “interquizzals” (I swear it!), interstitial ads in the quizzes that have been the staple of low-brow women’s books since Helen Gurley Brown.