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What it is: A free daily e-mail subscription service developed by self-named "foodologist" Lisa Lillien offering food advice to women 18 to 54 who are interested in weight loss, eating better and new guilt-free finds.

The numbers: Subscriber list now totals roughly 42,000 and is growing an average of 200 diet-conscious ladies a day.

Sampling of recent topics: Last week's suggestions included trying Kraft Foods' new Supermac & Cheese. "It's made with whole grain pasta, and contains lots of calcium, and vitamins A, D and E and even has some iron and 3 grams of fiber per cup," she said, but warned: "Don't get the wrong idea-it's still not low in calories or fat (far from it), but it's definitely a better choice for kids than the original." A recent promotion touted a giveaway of Masterfoods USA's new heart-healthy chocolate, CocoaVia, and mentions were also made about the launch of Splenda Brown Sugar.

Hungry Girl's Bio: Prior to starting up Hungry Girl roughly a year and a half ago, Ms. Lillien worked in TV and entertainment as director of content development for Nickelodeon online, executive producer of Web sites for Nick at Nite and and, most recently, as VP-new media for Warner Bros.' Telepictures Productions. After losing 30 pounds four years ago, though, "I became the person everybody turned to for information on the best diet options" and thus was born Hungry Girl.

The buzz: The news about Hungry Girl has spread like wildfire among Weight Watchers members (Ms. Lillien is herself a fan of the diet and her editorial often reflects that). The Hungry Girl brand has also been built via PR efforts, a regular column on iVillage and mentions in People's "Your Diet."

Ad strategy: All advertisers are noted as "Hungry Girl tested and approved," Ms. Lillien said, noting that the concept works because readers "trust my taste buds and know that I wouldn't accept advertising or product that I wouldn't write about anyway." She tries to offer promotions or advertorials, as with recent Chocolate Parties for Vitalicious Vitamuffins and the inclusion of advertiser-driven recipes; Web links and banner ads are also part of the plan. With nearly 300 subscriber "love letters" a week, she also offers consumer feedback on new products.

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