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Background: In 2009, B5 Media entered the media scene as a collection of three loosely affiliated blogs, spearheaded in part by media maven and Gawker.com founder , Elizabeth Spiers. Today, five blogs -- Crushable.com, TheGloss.com, BlissTree.com, Mommyish.com and TheGrindstone.com -- make up this Canadian-based consortium. Geared toward women, each of the engaging, innovative sites covers distinctive verticals (celebrity gossip, fashion and beauty, health, parenting and career, respectively), offering incredibly honest and opinionated content, according to editorial director Meghan Keane, who assumed her role in February 2011.
"We're not looking to get the last word on any subject. We're looking to start the conversation," summarizes Keane when asked about the collection of sites. For that reason, each individual website has its own editorial team that reports and writes original articles daily, focusing on delivering useful content for females from ages 18 to 49. Essentially, B5 Media has a relevant blog for every stage of a woman’s life, each of which cross promotes the others. ...