MainStreet.com's Editor Out; Focus Shifting

Subscribe and get a FREE gift!

In This Issue of Condé Nast Portfolio

Home > Views > Blogs > Mixed Media > MainStreet.com's Editor Out; Focus Shifting

Your Name

Your Email Address *
Send a copy to me

Recipient's Email Address *

Separate multiple email addresses (max 20) with commas.

Subject *

Message

0/1500

Email Confirmation

Mixed Media

by Jeff Bercovici

Main

Deep Read: Arthur Sulzberger in 'CJR' Late Breaks: Barack Obama, Bad Dad

Jul 9 2008 1:24PM EDT

It looks like MainStreet.com, which I dubbed "the most unintentionally hilarious personal-finance website of all time" when it launched back in February, isn't off to such a hot start.

Founding editor in chief Caroline Waxler is leaving the site, a spin-off of TheStreet.com that blends money-management advice with celebrity news in a sometimes awkward manner. Reached by phone, Waxler, who may stay on in some contributing capacity, confirmed the move but declined to comment further.

While MainStreet's hybrid focus makes direct comparisons to other personal finance sites difficult, it's safe to say traffic has been modest. The site, which received a Webby award nomination for best business blog, drew 300,000 visitors in June, according to Compete.com, versus 2.5 million for TheStreet.com. Lately, it has shown signs of shifting away from celebrity-inspired stories and towards more meat-and-potatoes wealth coverage -- a shift that's likely to accelerate once Waxler departs.

See more in