Company: TheSpiritedWoman.com
Contact: Nancy Mills, Founder and CEO
Location: Los Angeles
Industry: Publishing, B2C
Annual revenue: Confidential
Number of employees: 1

Quick Read:

When the founder of a women's empowerment Web site set out to attract more viewers and free publicity for her site, she thought of using her contacts to help her establish a unique niche on the Web. A writer who had gotten to know various book authors in recent years, she asked a few of those authors to be interviewed on her site in a live, one-hour "telechat." That led to a series of telechats with established authors, some of which were promoted by the authors' publishers and fan sites, sending Web traffic and free publicity to her young venture.

The Challenge:

A relatively new women's Web site needed to gain attention—and hopefully more regular readers—but at very little cost. It also sought a way to distinguish itself from the many other Web sites focusing on women's empowerment issues.

The Campaign:

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