Savvy strategy.

Since launching in May, Savvy Miss has carved out a cozy little space for itself on the Internet. The Los Angeles-based Web site averages 250,000 page views and 50,000 unique visitors per month by appealing to what it calls "intellectually curious, fun-loving women."

Women make up more than half of the overall online audience and they make 60 percent of online purchases, according to a study last year by research firm eMarketer. "The retail segments where women regularly spend the most money are the same ones experiencing the largest online growth," the study found, making the female audience a prime target for marketers.

Savvy Miss offers a California casual alternative to iVillage, the dominant Web destination for women with 14 million unique visitors per month. The New York-based iVillage takes its cues from traditional women's magazines with stories about holiday toys, lists of favorite recipes and a blog by Meredith Vieira, co-anchor of "Today."

Meanwhile, Savvy Miss talks about relationships, college life and career decisions in a clear focus on its target demo of 18- to 35-year-old females.

To bring women to the site, SavvyMiss.com headlines interviews with famous femmes. Past subjects have included "Sex & the City" author Candace Bushnell, L.A.-based attorney Gloria Allred and cancer-surviving contestant Diem Brown of MTV's "Fresh Meat." The cadre of dating columnists includes E News anchor Giuliana DePandi.

In terms of media strategy, Miss Savvy follows the conventional model of trying to shave off the younger segment of iVillage's established audience. As for an exit strategy, it could do worse than follow the older site's example: In May NBC Universal paid $600 million to acquire iVillage.

Staff reporter Joel Russell can be reached at [e-mail], or at [phone], ext. 237.