Media: An Expert’s View - Eleanor Trickett found that’s mix of gossip and news kept her online

I’m not usually one to go for things that are aimed at women (recipe magazines and lingerie parties). I’m more of your sad, wannabe bloke (gadget mags, banter, fags and drinking).

I’m not usually one to go for things that are aimed at women

(recipe magazines and lingerie parties). I’m more of your sad, wannabe

bloke (gadget mags, banter, fags and drinking).

It is, therefore, safe to say that’s positioning leaves my

fancy decidedly untickled. But I’m nothing if not intrepid, so I took a

look nonetheless.

The front page looks lovely in its understated elegance, but not seeing

all the channel titles at once is a bit like having a TV remote control

without any numbers.

But I am missing the point. The channels are colour-coded for mood. Blue

is for news (delivered by ’the Broad’ - I feel more at home now); yellow

is careers and consumer rights; pink is the touchy-feely emotional

stuff; brown (sorry, the ’coffee lounge’) is style and culture; channel

5’s ’tangy orange playroom’ is gossip and, finally, the nondescript grey

channel is the ’my BeMe’ bit (are they trying to tell me something?).

Nonetheless, the chance to personalise what is starting to look like a

great site beats my sniffy inclination to take my non-grey personality


Within the grey zone is all sorts of intelligent content - an open

letter to Tony Blair, wise words from a female Cherokee poet and life

advice from an international humanitarian. I hear a creaking noise as my

’Wimmin Together’ disbelief is being suspended.

To have tried the chat room just two days after the site’s launch was

perhaps unfair (I was the only person there, sadly), but the theming was

cute. You can chat in the kitchen, dining room and, alarmingly, the

bedroom - with an invite to ’jump into bed’ with a complete


The rest of the zones are just as brilliant. The comprehensive and

surprisingly intelligent content has the minutes ticking away.

I don’t know why I was expecting not to like BeMe - perhaps it is

because I have been patronised by so many sites in the past. For the

first time in my career, I am going to have to write a boringly

appreciative review rather than cart out my normal razor-sharp wit.

There! A reason not to like the site at last.

Eleanor Trickett is in danger of becoming a girly net-head

Publisher IPC Electric

Target page impressions 6.5 million in the first month

Average banner cost pounds 30-pounds 40 per 1,000 page impressions

Target audience Women aged 17 to 70 years old

Advertisers Habitat, Kellogg’s, Mars, Mitsubishi


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