Anyone who watches ABC on Thursday nights knows the name Shonda Rhimes.
The TV show creator and producer takes over once a week with her three popular shows: “How to Get Away with Murder,” “Scandal” and “Grey’s Anatomy.” Now, Rhimes is stepping into the digital publishing world with her own lifestyle site, thanks to a partnership with Hearst.
Shondaland.com, which went live Monday, aims to cover politics, culture, style, health and relationships through interviews, advice columns and essays. Articles on the site range from a post about Trumpcare by Planned Parenthood president Cecile Richards, as well as posts on vitamins, weight loss and a stretch to help release shoulder tension.
Previously, Shondaland existed as an email newsletter penned by Rhimes. The partnership with Hearst means content on Shondaland.com can be syndicated across Hearst’s other properties, such as Cosmopolitan, Marie Claire, Elle and Harper’s Bazaar.
Variety reports Hearst will work with Rhimes’ TV production company ShondaLand to create custom programs for advertisers and monetizing content on the site.
The deal is similar to the one Hearst has with Lena Dunham and her site Lenny.
One of the main advertisers for Shondaland.com is Dove, the same company Rhimes works for as creative director for its Real Beauty Productions film series.
Troy Young, global president of Hearst Magazines Digital Media, told Adweek the launch of Rhimes' digital hub harkens back to the days of when magazines were created by or for fans of niche areas of pop culture.
“That’s what modern media should be,” Young said. “Publishing should connect a passionate group of people, and we’re excited to see this birth of a new publishing brand based in a real point-of-view and a community. We’re enhancing leadership in the female space with another distinguished title.”
About a month ago, Rhimes announced a multi-year production deal to produce new scripted series for streaming company Netflix.