A new segment of the ESPN brand, espnW, is the centerpiece of an effort by the sports network to attract women, reports SportsNewser.com. The project has been in the works for two years.
Laura Gentile, the vice president of espnW, told the publication: “It will start off as a blog this fall and evolve into a full-fledged Web site next spring with a mobile site and a pretty large presence on Twitter and Facebook. It’s really digital, mobile and social at its core, right out of the gate.”
Female viewership currently accounts for nearly a quarter of ESPN’s audience.