Launching today, PowderRoomGraffiti - will reject the glossy tradition of celebrity gossip and beauty tips, and offer more mature women the chance to express, share and debate their views with candour.
The site, which will pay its selected contributors and guarantee quality writing, represents a new breed of online editorial which carves out a unique path between magazine journalism and unstructured user-generated content.
American media investor and entrepreneur, John O. Morisano, and former City executive, Diane Hayman are the driving forces behind the site. Morisano, chief executive officer, said: "In online editorial terms, PowderRoomGraffiti breaks the mould. The views and sensibilities of more mature women are largely overlooked in the magazine world, which either conveys the unattainable, or pigeon holes them into neat stereotypes.
We're taking a no-holds barred approach, creating a structured platform where ordinary women can share and be rewarded for their extraordinary writing on relevant subjects and with a tone that is refreshing, honest and fun."
Diane, the site's editor-in-chief, says that the website is "edited not sanitised. It really does represent a new way of offering editorial to women across the globe that isn't patronising, evangelical or repetitive in its mantra. It's intelligent, irreverent and entertaining, and right from the heart of the modern woman. Made up of people from a broad spectrum - mums, carers, career women, to name but a few - our community has one thing in common and that's a desire to tell it how it is."
Clare Taylor, a 'Graffiti Artist', says that "it's great that PowderRoomGraffiti has given me this chance both to express myself outside the world of 'Mummy-dom' and to experience writing to someone else's guidelines. Plus, I get paid to do so, which is always motivating for a writer! As a blogger I have plenty of opportunity to write, but since mine is a parenting blog, it's 'all about the kids'. PowderRoomGraffiti allows me to write editorially on all sorts of things that interest or concern me."
With sections such as Feel It!, Live It, Love It, Get It? and Byte It, PowderRoomGraffiti will speak to its readers in a variety of ways that sets it apart from existing offerings.
For further information, please contact: Rebecca Pain 07974 212 544 or Louise Evans on 07891 242476
A few facts that have inspired the creation of PowderRoomGraffiti (powderroomgraffiti.com)
• Women and older people are becoming the most active users of the Web (Ofcom 2007) Peter Phillips, strategy and market developments partner at Ofcom, referring to female web users in the 25 to 49 age bracket said "It's a big shift and has implications for the kind of content that content providers want to have on the internet."
• In the age group between 25-49, the Internet is used more by women than men. Fifty-five per cent of total Internet use in the 25-34 age range is female, while among 35-49 year olds, the figure is 51 per cent. (2007's edition of Ofcom's annual UK Communications Market survey)
• Over 60 per cent of women over 45 (in a 2009 survey by The Lady) said that they were far more confident now than they were in their 20s and 30s
• The UK has the most active internet population in Europe thanks to widely available broadband connections that are getting cheaper every year (Ofcom 2007)
• The most entrepreneurial and inspirational age group for females is 35 - 44 (Global Entrepreneurship Monitor, London Business School, February 2006)
About John O. Morisano
John O. Morisano has spent the last 20 years helping to build and run entertainment and media companies. From his first job forward, John has always found himself at the heart of a company's operations.
A CPA and graduate of Pace University in New York City, Morisano started his career at the Vista Organization, Ltd., a publicly-traded indie film company, and aided in its sale in 1989. He then joined the accounting firm of PricewaterhouseCoopers in its entertainment and media practice.
In 1993, he moved to Paris to take over the European operations of Activision, the World's leading video game publisher. He subsequently moved back to the States and co-founded that company's business development group.
John left Activision in 1995 and returned to NYC from LA where he served as interim CEO of UK based Dewynters NA. In 1996, he joined forces with Tim Nye at the SunshineCompanies where they focused on angel investing in start ups and offering management expertise to take companies through the early stages of their growth..
While at Sunshine and through its investments which include the Sunshine Theater, Pickerel Pie Entertainment, Sunshine Direct and SaysMe.TV, John has overseen the production of dozens of hours of television, numerous feature films, hundreds of hours of Internet content and a wide variety of other types of branded intellectual property. PowderRoomGraffiti represents the meeting point of many of the skills he has developed in content, technology and management.
About Diane Hayman
Diane studied Psychology at Durham University, where she also rowed for the Great Britain U23 squad, and worked as Women's Sports editor of the student newspaper. After University, she went to work for Andersen's Consulting (now Accenture) as a management consultant for 2 years, 6 months of which were spent in Chicago.
For the next 9 years, Diane worked in the City for BZW, Barclays Capital, and WestLB, mostly as an interest rate trader, but also in Treasury Sales, and in Marketing. During this period she travelled extensively, including a year in Paris (which is where she first met John Morisano) and a year in New York.
Having got married and given up work to have 3 children in quick succession (now aged 11, 10 and 8), Diane wrote a blog -'Drunk Mummy'- which gave her her first insight into the quality and humour of online writing, and she made numerous contacts in the online writing industry. The whole experience inspired Diane to launch PowderRoomGraffiti.