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iVillage: A Eulogy

Mediabistro reported today that iVillage will be shut down as a standalone site and will be folded into Today.com, and NBC property.

It seems odd now, and maybe even a bit quaint, the idea that you needed a special place on the internet for women. But in 1995 it was Candice Carpenter and Nancy Evans who seemed odd to nearly everyone working in Silicon Alley at the time. Wait, you want to build a website for women?

The idea seemed crazy because no women were on the internet. I don’t remember the numbers and it doesn’t matter, but suffice to say they were low.

But Candice and Nancy had a theory. The theory was simple: women don’t go on the internet because there is nothing there for them. If we build it, they will come.

And come they did. By the thousands and eventually by the millions. Women who wanted to get pregnant, get promoted, get laid, get dinner on the table. The reasons were as varied as their lives, but they found on iVillage things that made it worth the trouble to log on — content, community, commerce. These are still the things that make the internet go ’round. It’s just that they are now available in so many places, in so many varieties. And we now have an entire cohort of girls and women who don’t even remember a time when women didn’t go on the internet.

As a former iVillager (I was there from 1999 until about 2002) I am definitely sad. But can I be a little weirdly happy, too? Happy, at least, that it’s no longer odd that women would want to be on the internet. Happy that we don’t need a “special” place. We’ve taken over the whole damn place. There are still too few of women running the show (cue Sheryl Sandberg), but the influence of women on the internet is unquestioned. If you are building a website today and you aren’t expecting women to visit you are likely building single-shooter games or porn. And maybe not even then.

I was only at iVillage for two years — it will amount to a blip on my CV by the end of my career. But in those crazy go-go years a lot happened, and that job likely changed the trajectory of my career in ways that led, somewhat indirectly, to what I do today. I worked with amazing women (and a few amazing men, too). And through message boards and email I “met” and got to know even more amazing women. They were the true pioneers of the internet — the women who came and shared their lives, their secrets, their longings. Way before everyone shared everything with everyone, these women found a way to truly connect through the computer in ways that never failed to take my breath away.

So good-bye, iVillage. Those of us who knew you, and helped build you, will never forget what you did for us and for so many more. And we can’t help but thank you for the part you played in creating a world that made you obsolete.

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