Entertainment Weekly has a new online column called "ShePop," meant to "offer up a thinking woman's perspective" on pop culture. The first column is about Jessica Simpson's supposed weight gain. How brainy!

Sure, there are rumors that Entertainment Weekly is in trouble. And a new column needs to be buzz-worthy. But with 4 inches of text ("If the girl wants to eat chili — if she finds the country music scene more forgiving of non-stick-figures, if she likes sharing Southern cooking with much-discussed boyfriend Tony Romo — then God bless her for not starving herself.") and four 3-inch pictures of Jessica's body, including one shot of her backside — the entire post is a cheap shot. This is how you start a conversation about women in the entertainment industry? Really? Are Kate Winslet, Tina Fey, Meryl Streep, Rihanna, Katy Perry and Beyoncé having a slow year? If you're going to start a column about women, this is not the way to do it. There are women making amazing films, generating cash at the box office, shooting and producing great TV, writing songs and performing. But if focusing on Jessica Simpson's derriere is how "ShePop" starts, where does it go next?

Jessica Simpson's Weight Gain: PW's Inaugural 'ShePop' Post [EW]
Related: Entertainment Weekly Lives [Gawker]