MKC's primary charges will be to generate business-
and advertising-trade exposure for the VC-funded
company's "unique and compelling" business model,
said agency partner and principal Andy Morris.
Outreach will focus on "evangelizing and defining"
Glam's new media model in business publications,
Morris said, as well as opportunities to position
company co-founder and CEO Samir Arora as a speaker
and industry thought leader. The company's
"distributed media" model, developed by Arora and
his team, revolves around the concept of selling ads
across a spectrum of related Web sites with
similarly targeted audiences.
Consumer-side efforts, both national and
regional, will highlight Glam Media's flagship site,
Glam.com, as well as its affiliated network of 350
Web sites and blogs. Morris said the campaign would
include co-branded promotions, lists, and stunts,
among other components.
Though content on Glam Media sites ranges from
fashion tips to shopping to celebrity gossip, all of
the outreach will target what the Silicon
Valley-based company calls an "engaged and
passionate" mostly female demographic.
According to comScore Media Metrix, Glam
surpassed NBC's iVillage this past June as the
number one-ranked women's Web property, based on
unique user visits.
How the numbers actually impact sales has yet to
be determined. But the benefit of aggregating sites
around "passion groups" is itself worthy of
attention, Morris said.
"It makes [for] compelling content for the
consumer, and one-stop shopping for a brand," he
The Glam Publisher Network is made up of several
hundred lifestyle Web sites, blogs and magazines,
along with syndicated content from other select
MKC has worked with other online properties such
as AOL, CNBC.com, and Heavy.com.