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Recognitions for
Soffina Infoline
Monday, January 31, 2000. By Kajal Basu
Women's issues
 The Net's given another spin altogether to this insidiously astute thing called corporate/advertising altruism on the Web - a Website with upfront information free for the taking, and the host company's exemplary identity a footnote at the bottom of each page. Do-goodness being the politically correct and taxationally logical thing to do, I waffle between accepting it with good grace and snapping at the leash of propriety. Infoline at http://www.soffina.com/ is the "women's issues" Website hosted by
Eastern Soffina Services Ltd. Fortunately, the corporate identity
(Soffina stands for "soft financing") doesn't rampage inside the site nor extrude indelicately out of it. The Website is left to do its exemplary job as an "Infoline" for pregnancy, general knowledge, babies, health and nutrition, raising finance (Soffina's core expertise), recipes, and IPO. Equally fortunately, it must have been tactical gender wisdom that kept the designers from making of the site a "women's" rococo mess, an ornate chocolate quagmire like Women.com. The designers kept the design as simple - to a fault - as the information presentation: no visuals, morose blue background, unpretentious typefaces. According to a woman friend of mine, the information is "complete without being excessive" and
up-to-date. If Eastern Soffina is advertising itself, it's doing it blandly; if it's servicing, it's doing it well.
This review was rated ***
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