Television: What Do Wired Women Want?

The Great Online Makeover

When Mariam Naficy and Varsha Rao made the venture-capital rounds in autumn 1998, the funders to whom they pitched their proposed beauty site, were mostly male--and often skeptical. "They'd say, 'There aren't many women on the Net,'" Rao recalls.

What a difference a few months make. Most of the Web's early users were men, but by last summer the gender ratio was nearing fifty-fifty. This Great Online Makeover has left entrepreneurs and the v.c. barons who fund them asking one primal question: What do wired women want?

The answer seems to be time, information, community and horoscopes....

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