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Saturday, Jul 10, 2010
by PopMatters Staff
by Emily Gould
Slate (6 July 2010)

“When Jezebel was founded, it proposed itself as an explicit alternative to traditional women’s magazines. As any first-year women’s studies major will tell you, these glossies make money by exploiting women’s insecurities. The editorial content creates ego-wounds (“Do you smell bad? Why isn’t he into you?”) that advertisers handily salve by offering up makeup and scented tampons. But Jezebel must also sell ad space, and its founders knew that they are marketing to a generation that knew the score about how they’d been marketed to in the past, which meant those old-fashioned print tactics weren’t going to work. Page views are generated by commenters who are moved to speak out, then revisit the comment thread endlessly to see how people have responded to their ideas. Ergo, more provocative posts tend to generate far more page views, and the easiest way for Jezebel writers to be provocative is to stoke readers’ insecurities—just in a different way.”


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