Most women’s sites earn money mainly from ad revenues, and also from subscriptions and products sold through their sites. According to comScore Media Metrix, advertisement revenues for the women’s sites are forecasted to grow at 19% in 2007 but iVillage has grown its ad revenues by 46% in 1Q 2007 and 40% in 2Q 2007.
Ad rates for most of the women’s sites vary between $5 to $40 CPM with quality sites like iVillage, Glam, etc. commanding a premium.
Niche positioning, premium and highly targeted content allows web properties like Glam Media attract premium brand advertisers such as Lacoste, H&M, Max Factor, Reebok, and Maybelline and garner high CPMs of $20 to $35, depending on placement and reach.
Glam Media, in addition, also sells/places Ads on other women-focused web properties including blogs, as part of the Glam Publisher’s Network. This is an example of the rapidly developing Vertical Ad Network business model that I have discussed before.
To recap, you can read the following articles:
In fact, Adify, profiled in this article, is also powering a women-focused vertical ad network on behalf of iVillage.