<![CDATA[Gawker: valleywag, filife]]> http://tags.gawker.com/assets/base/img/thumbs140x140/gawker.com.png <![CDATA[Gawker: valleywag, filife]]> http://gawker.com/tag/valleywag/filife http://gawker.com/tag/valleywag/filife <![CDATA[Barry Diller's finance site: "Completely pointless"]]> FiLife, a personal-finance site backed by IAC and the Wall Street Journal, is struggling, according to one ex-employee we eavesdropped on at the City Bakery, a coffeehouse in Manhattan's Flatiron neighborhood, as she interviewed for a new job. "The business model completely changed," she said. "It used to be personal finance for people in their 20s and 30s. Now it's just completely pointless." An embittered writer? Perhaps. FiLife hired a batch of journalists, only to switch gears shortly before launch and realize that the Web didn't need another content site. But their replacement — a set of automated tools to evaluate one's place in the financial pecking order — do seem pointless. The site only attracts 31,500 users a month. In this regard, FiLife is utterly typical — of both its backer and its genre.

IAC CEO Barry Diller has a ghastly track record of launching projects in-house; almost every vaguely promising Internet property he owns, he bought from someone else: Ask.com, Match.com, CitySearch, and so on.

And personal finance sites are deadly. In trying to break the mold, FiLife managed to be even more condescending than most. Its introduction:

Most personal-finance sites are snooze-filled, sometimes schoolmarmish affairs. Save more money! Don't you dare go out to dinner! Suffer, scrimp, suffer, scrimp. We're kind of tired of that approach, and we reckon you are, too.

Watching Wall Street's meltdown, would you be surprised if 20somethings were uninterested in qualifying for a mortgage and investing in mutual funds? Personal-finance sites are usually more motivated by luring advertisers than readers. The former are now in scarce supply, too.

]]> http://gawker.com/index.php?op=postcommentfeed&postId=5053081&view=rss&microfeed=true <![CDATA[The bubble in personal-finance websites]]> AOL has launched Walletpop, a personal-finance site; IAC and Dow Jones have FiLife; and TheStreet.com has MainStreet.com. All hope to attract a younger audience to personal-finance news than the conventional stock talk and online portfolios offered by the staid likes of Yahoo Finance and CNNMoney. The bets are wrong both in their timing and their premise. Stockbrokers and mortgage lenders, reliable advertisers during good times, are both ducking for cover and pulling back their budgets. Froth might have sustained these sites a couple of years ago, but not now. No matter when they launched, though, their proponents should have remembered this maxim: Financial advice, like youth itself, is wasted on the young.

Unsurprisingly, there's already signs of trouble. MainStreet has lost its launch editor, Caroline Waxler, amid a change of editorial direction. FiLife has ratcheted back its once-lofty ambitions. And WalletPop? One of a bevy of websites launched by AOL, which is desperate to find readers who are not turned off by that once-magical, now-deadly three-letter brand. With few prospects for attracting an audience or advertisers, will they not soon need financial advice of their own?

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