By selling her a vision of online media moguldom, in which Elisabeth Murdoch (pictured) would conquer the one medium that still thwarts her father's ambitions, the internet. Under the arrangement, Elisabeth's media company Shine will invest in Shields' content startup, Kara Swisher of All Things D reports, helping launch a new player in the hot online video space. Murdoch, to her credit, conceived the idea to import The Office and Pop Idol to America. But she's also a sucker for charmers: Her "close friend" and sometime yacht guest Ben Silverman unloaded his production company, Reveille, onto Shine for a cool $125 million. The Australia-born mogul-in-the-making should hope her new partner does not similarly boomerang.

That deal seemed smart when Silverman was an NBC honcho in a position to steer business Elisabeth Murdoch's way, but now he's been ousted — and is all set to compete with Murdoch with the online video startup he's building for Barry Diller's IAC.

Besides Shine, Iorio is perhaps best known for parking in spots reserved for pregnant women and for trying (but failing) to convince Yahoo to hire her brother — after the company had already hired her sister and paid her husband and friends for consulting work.

Case in point? "Madonna's back!" It's an ELLE exclusive. Is she really, though? More importantly, has she ever been gone? But that's one of the essential elements of women's mags and, apparently, women's blogs: playing along with the PR machine.

"Articles and original blogs will come from a range of sources, including Glamour, Epicurious.com, Style.com, InStyle, Cosmopolitan, Harper's Bazaar, Women's Health, and Good Housekeeping," reported CNet. The site is meant to compete with iVillage's Glam.com, but its "content and partner editors" will be what makes it different, according to Holley.

Like this sort of content?












Because their target demographic is about from 25-54, the site has a wide, confusing array of equally inane topics: parenting, at home, reader's blogs, (which can be chosen to be featured more prominently), healthy living, fashion and beauty, work and money. It links to "Red Meat Can Make You Skinny," from another Yahoo verticle, Yahoo Food. "Skip the Diet Soda" comes from Yahoo Health.

And some of the site's design? Well, you see what we mean: