eHow Launches New Women's Channel

Santa Monica-based eHow, the question and answer site of Demand Media, is announcing today that it has launched a new women-focused channel called Shift. eHow said the new channel is aimed at helping "inspire women who want to make changes in their lives" and "positively impact others around them." eHow said that the move will include such content as the "eHow 100" list of women who are making changes to their lives, selected by the site's editorial team and advisory board. That list includes such women as Kara Swisher, the well known Wall Street Journal journalist--who ironically has been one of Demand Media's bigger critics--Olympic snowboarder Gretchen Bleiler; Yin Yin Wu of "Startup School", and many others. The site will also feature blogs, interviews, and other information driven by Victoria Colligan of Ladies Who Launch. The new channel is being sponsored by L'Oreal. The move is the second, gender-specific focused effort from Demand Media, which just last week launched a split of into female and male specific verticals.