auden thinks those firms will be able to shoulder a financial hit if the storm's damage mirrors that of irene. >> with every event companies gather more information on potential losses, so catastrophe losses become much more sophisticated. companies use those to measure aggregation of losses and potential losses from a given event. >> reporter: damage from wind, falling trees, and rain coming through roofs is covered by standard insurance policies. but analysts fear much of the damage from sandy to homes and businesses is likely to come from storm surge flooding which isn't. the insurance information itite estimates roughly 300,000 homes in thhease nort could be vulnerable to this type of event. but the institute is optimistic many homeowners have flood insurance. >> nothing sells flood coverage like a flood and when hurricane irene hit last year there was widespread flooding throughout the northeast and many people did go out and buy flood insurance policies after that. so as long as they kept that policy enforced they'll be protected in the event they have flooding or storm surge d

. >> you need to know what your audens, who your audience is, andcater to them. >> some are very prices conscious, others are into color, others in other categoryes. so on the home page, click on edit navigation. that takes out to new editorial section of the site. >> the edit is the editorial platform. there are two or three new pieces of product coming out everyday. so women can come back everyday and find something new and fun to read. so if you follow us on facebook, you will see articles and fun things we are doing. give them things they actually care about and that will bring them back to the site. >> rod kurts ask here with us now and larry chang. his company invests in high growth boot strap companies. and jessica hairon is the founder and ceo of stella. a serial entrepreneur which had della and james which. >> thanks for having me. >> yes. you used to have editorials, magazines be a then sales and stores. now it is merging. >> it is an interesting trend. as you know i've been in the content business my whole career. i noticed a couple year back, the slow trend of entrepreneurs