The site – which targets middle aged women – was launched by Wendy Harmer in June last year.
Female-focused sites have become a key commercial battleground. earlier this week, Mia Freedman revealed she had been dropped as a columnist by News Limited, suggesting that it was because of the success of her site Mamamia. Fairfax has launched its own offering, Daily Life.
Because The Hoopla is unaudited it is hard to tell exactly what traffic it is getting. However the free (and not always accurate) audience assesment service Alexa, suggests The Hoopla is yet to make a breakthrough that would drive major advertising support.