Reese Witherspoon Launching Digital Site for Women to Be Women

Because only ninety percent of the magazine and basic cable market is focused on a female audience, Reese Witherspoon is launching Hello Sunshine, a digital media channel designed around positive and uplifting news and entertainment for women. It certainly brings to mind Zooey Deschanel's now Time-owned Hello Giggles. But only because they launched with the exact same mission statement and have almost the exact same infantilization of female nomenclature. Was My First Pigtails already taken?

Witherspoon explained that it's been her lifelong dream to "tell women's stories with authenticity and humor". She merely kept it a really great secret from everyone. 

Hello Sunshine is deeply committed to creating content that will reach women where they spend time, whether it is at a movie theater, at home or on their mobile device. Women are looking for entertainment that speaks to them about what they value. Hello Sunshine will make content that entertains, educates and brings women together.

Demographic specific media outlets feel the need to be extremely vague about their content purpose. What exactly do women value? Will it coincide with the messaging of fashion and cosmetics and Big Pharma certain to comprise the bulk of your brand revenues? Female unity is the dream. Right behind the nightmare of catty wives and moms telling each other how they're doing life wrong. Never having to leave your home means even stretch pants are too dressy. Hello Sunshine.