This article is from the archive of our partner .

Bryan Goldberg, pictured above, created the website Bleacher Report which he then sold to TBS. It is a website about sports. But Goldberg had an idea for a site that would serve a market just as important as sports fans: women. So he made one.

The site is called Bustle, named after either the turn-of-the-century undergarment that gave women the appearance of having large posteriors making them attractive to the men that were going off to work and to vote and such, or maybe for the verb used to describe urgent domestic activity. Or maybe the site's about page says it best: "Bustle is the Busier, Better Half of Hustle." There you go. (Hustle.com, we'll note, doesn't direct to anything.)

Even though Goldberg basically announced the site today, it isn't new. Back in April, Goldberg gave an interview to AOL.com's The Street blog about the site. The Street posted both a video — title: "Can Bleacher Report Co-Founder Get To Third Base With Women?" — and an article — title: "Bleacher Report Co-Founder Aggressively Chasing Women." (LOL!)

The video is at right. In it, Goldberg explains his idea.

I'm starting this new company because I think there's a huge market opportunity. I think that women, especially when they're in their 20s, there's not a lot of stuff out there to read, not a lot of websites they love reading. …

I think that some of the great magazine we think of when we think of the classic women's magazines — your Cosmos, your Vogues, your In Styles, your Elles — they did a great job in the publication world, but I don't think any of them have made a great jump into digital.

You hear that, Wintour? You just got served, or whatever young women in their twenties say, which we assume Goldberg knows. Or does he? Goldberg says that he's not writing for the site, which the male interviewer is glad to hear because women got mad when Congress held hearings on abortion without including women. Rest assured, Goldberg says, "I won't be the face and voice of the site."

He said the same thing in his next big media splash — a post at the tech-business-friendly PandoDaily. "The good news is that I am neither the face nor the voice of Bustle," he writes there. Then he explains why not.

My job, as CEO, is to hire the right people. … Knowing the difference between mascara, concealer, and eye-liner is not my job.

Because, damn it, this is a feminist publication. (Goldberg: "You’re damn right this is a feminist publication." See?)

We’re different, because we recognize how many diverse interests are shared amongst the next generation of women. … Creating an amazing blend of content — one that puts news and politics right beside fashion tips is what will set us apart.

Or, as he also puts it:

Isn’t it time for a women’s publication that puts world news and politics alongside beauty tips? What about a site that takes an introspective look at the celebrity world, while also having a lot of fun covering it? How about a site that offers career advice and book reviews, while also reporting on fashion trends and popular memes?

Yes! Right, ladies? It is time for that! Unlike sites like Jezebel and The Toast and The Hairpin and The Mary Sue and Rookie and so on that only focus on one little thing, Bustle will give you news and also lipstick advice, but not lipstick advice from Goldberg because he is a dude. A dude who recognizes the "'old media' stagnancy" of women's sites.

Also, Bryan Goldberg wants to sell ads that target women which the Bleacher Report was never able to do and that leaves a lot of money on the table, so he'd really like it if you check out Bustle.com but you won't hear that from him because he is not the face or voice of the site. See the video above for more info.

This article is from the archive of our partner The Wire.

We want to hear what you think about this article. Submit a letter to the editor or write to letters@theatlantic.com.