Slate is pulling the plug on women’s news and views site DoubleX and will fold the content under that heading back into the media group’s main site, the NYT reported. It was only six months ago that Slate formed DoubleX out of its XX Factor blog. Back in February, Slate, which is owned by the Washington Post Co. (NYSE: WPO), brought in Peggy White, the former GM of Yahoo (NSDQ: YHOO) Finance and BusinessWeek, to run DoubleX.
The company’s goal was to move beyond its national affairs coverage and branch out into other verticals, including business and finance under the The Big Money, and African-American issues with The Root. Those sites are still struggling to move out from under Slate’s shadow, but no there’s no indication that Slate planned to curtail those properties.
In a post on DoubleX, founding editors Hanna Rosin and Emily Bazelon say the change in the site’s status was due to “business reasons rather than as an editorial judgment.”
As a sign of those of business troubles, Washington Post Co.-sibling Newsweek laid off seven editorial staffers. As for DoubleX, the site was likely sacrificed in part because of the Washington Post Co.’s 18 percent online revenue decline in Q3, though that number largely reflects the fortunes of the washingtonpost.com.