The story
HitFix was founded by ex-Reed Business Information Development executive Jen Sargent and former L.A. Times and MSN.com film editor Gregory Ellwood. Sargent and Ellwood's goal was to create a site that fit into the gap between trade publications and gossip- or celebrity-scandal-driven sites, such as TMZ, and to target an audience slightly skewed towards males – a unique approach in a female-driven industry – while catering to 18- to 34-year-olds.
From Wikipedia’s article on HitFix, shared under CC BY-SA 4.0.3