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paidContent has learned that Peggy White, the former GM of *Yahoo* Finance and BusinessWeek, is joining The Slate Group as publisher of its in-the-works online womens’ magazine Double X. She starts at the online publishing subsidiary of the Washington Post Company (NYSE: WPO) March 9, the company confirmed. The spinoff of Slate‘s XX Factor blog is scheduled for launch in late spring or early summer and follows the creation of The Big Money from Slate‘s business coverage. It might seem like White, with her previous background, would be better suited as publisher for that site, rather than one described in the placeholder copy as one that “will tap into a crossroads moment in feminism, when the 1970s are firmly behind us but no one knows what’s next.”
White moved to *Yahoo* from *McGraw-Hill* in 2005 and left in 2007. Her resume also includes MSNBC.com, the NBA and MLB. It will be interesting to see how she and Slate manage the launch of yet another site in a crowded field at a tough time. As the wording above would suggest, Double X, based on a blog subtitled “What women really think,” is counting on a different approach. Slate Publisher John Alderman told AdAge last month that the blog, founded in 2007, is one of the most popular areas of the site and that it’s one of the most successful things ever launched on Slate.