Hello Giggles is a marketing tool parading as “the ultimate entertainment destination for smart, independent and creative females” and the more it grows and becomes a stronger sales tool I wonder why no one else calls them out. I’m not losing sleep but can we please acknowledge that this site is more concerned with making money than connecting with its readers and providing them quality content? I enjoyed its early days but it became an eye sore fast and the content lost 90% of its substance. I haven’t visited in a while but the last few times (weeks a part) New Girl was all over the place in different forms (ads, episode guides, videos) and the majority of entries were talking up one product or another. On one occasion in the comments section of her post an author admitted the importance of selling the products in her casual entry about smooth hair. I understand it takes money to run a website but if you are promoting yourself as an entertainment website don’t pull the wool over your readers’ eyes by constantly selling them shit and pretending you’re just sharing how much you love a product. Instead you should entertain them. You know, because you’re an entertainment website.
Rookie on the other hand does it right and while their mission statement is simple ”Rookie is a website for teenage girls.” their content is complex and everything Hello Giggles claims to be but fails at providing. The HG crowd can learn something from Rookie Mag and from a business stand point could benefit by providing intelligent and genuine content to young female adults who will eventually outgrow Rookie and look for the next nest.
Edited to add: Oh check it out, they even have a store! What a surprise.