PureWow

PureWow operates as a digital lifestyle media company, strategically targeting Millennial and Generation X women with content centered around elevating everyday life. Founded in September 2010 by Ryan Harwood, the company emerged from his transition from the finance sector at Goldman Sachs, where he was integral to developing the Private Bank. Harwood, a Wharton School graduate, identified an underserved demographic in the digital media landscape and, despite initially considering a men's lifestyle site, pivoted after research revealed women's higher online content consumption and the larger advertising revenues in the female-focused market.

The company's business model is primarily anchored in branded content and native advertising, which constituted 70% of its revenues as early as 2014. This strategy involves creating sponsored content in partnership with major brands that aligns with PureWow's editorial voice, aiming to provide utility to the reader. Additional revenue streams include programmatic display advertising, affiliate marketing through e-commerce links, and experiential events. PureWow distributes its content, which spans fashion, beauty, food, wellness, home, and family, across its website, email newsletters, social media channels, and video platforms, reaching over 90 million women. The publication produces national content alongside localized editions for key markets like New York City, Los Angeles, and Chicago.

A significant milestone in PureWow's history was its acquisition in 2017 by entrepreneur Gary Vaynerchuk. The deal positioned PureWow as the cornerstone of a new parent company, Gallery Media Group, a sister company to VaynerMedia within the VaynerX holding company. This acquisition was designed to merge a publishing platform with in-house advertising and marketing expertise, granting PureWow access to enhanced video production capabilities and other resources. Ryan Harwood continued his leadership role, becoming the CEO of Gallery Media Group, guiding its expansion to include other media properties and a portfolio of over 50 social-first brands.

Keywords: digital media, women's lifestyle, content marketing, branded content, native advertising, affiliate marketing, Millennial audience, Gen X audience, Gallery Media Group, Ryan Harwood, VaynerX, online publishing, beauty content, wellness media, food media, fashion content, social media marketing, email marketing, video content, lifestyle publication