MORE SHELTER: It looks like another interior design magazine is coming soon, this time from Ty Pennington, best known as the host and design leader of the ABC series “Extreme Makeover: Home Edition.” Hachette Filipacchi Media is said to be publishing the magazine, although a Hachette spokeswoman didn’t provide details by press time.
Amy Wicks

FLIPPING OUT: Flip.com won’t launch until Feb. 6, but already 10,000 or so young girls have registered with the CondéNet site and are creating virtual scrapbooks on everything from their fashion choices to stories about their families. The site is a mix of art school-meets-MySpace.com, but will focus more on the works of art that users have created to share (or not) with their peers. “The idea was to meld a site to be creative and express who they are [with] pictures, words and online video, into a social networking platform,” said Jamie Pallot, CondéNet editorial director.

Since beta began on Dec. 27, about 1,500 “flip books” have been created, with about half of them labeled as private and half set to public viewing. But unlike MySpace, the personalized flip books are more than just photo albums of the prom or last night’s bender. The artistic handiwork of the users — who were invited into the site during its beta stage from Teen Vogue’s It Girls network and via e-mail lists from YM.com and Style.com, among others — easily could be used in portfolios to enter design schools or even as commercials themselves. “We’re surprised by the level of ambition,” said Pallot.

Users on Flip.com can create flip books from their own photos, videos, music and images, as well as a vault of 2,000 images and wallpapers commissioned by CondéNet. The site provides a host of editing applications, such as choices of fonts, colors and photo effects. Advertisers also can provide content and images for use, though advertising won’t appear on a girl’s individual flip books, only the site’s main pages. For example, Pacific Sunwear created beach background scenes for the site, and BP Nordstrom provided fashion-themed illustrations and photos, only one of which has a BP logo incorporated into the art. Clean & Clear and Vera Wang Princess are also advertisers on the site.

This story first appeared in the January 24, 2007 issue of WWD. Subscribe Today.

Girls can customize virtually every part of the site, from music to levels of privacy to the information that appears in their profile and which ads appear on their profile page. Boys can join, too, but CondéNet believes its core users will be young women. On Monday, one very important woman signed on to the Flip.com site — Jane Grenier, who was named Flip’s publisher after serving as associate publisher, marketing of Teen Vogue since its launch.
Stephanie D. Smith

WISE GIRLS: So, what’s a gal to do when she’s got spinach in her teeth and no dental floss at hand? Reach for the cellophane strip from the nearest cigarette pack, bien sur. According to industry sources, London-based journalist Kate Reardon plans to offer up this handy tip — and lots more — with a Web site set to go live March 1. The site, Toptipsforgirls.com, is set to be a cyber-receptacle for all that homey, grandmotherly, hard-won wisdom that — apparently — no one has time to share anymore. The Web site will be community-based, with user-generated content. Reardon could not be reached for comment at press time.
Samantha Conti

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