Glam Media taps MKC
to tout its new media model
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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 explained.
The Glam Publisher Network is made up of several hundred lifestyle Web sites, blogs and magazines, along with syndicated content from other select media companies.
MKC has worked with other online properties such as AOL, CNBC.com, and Heavy.com.
Glam Media allows people to easily browse content on its flagship website, Glam.com, by fashion, beauty, and lifestyle channels and through the Glam Publisher Network of more than 350 magazines, websites, and blogs. Glam Media is the fastest-growing lifestyle Web property reaching more than 19 million unique visitors a month in the U.S. and 30 million unique visitors worldwide and ranks first in Top 10 Women's Web properties, as measured by comScore Media Metrix. Glam Media is backed by blue-chip venture-capital firms leading the new media wave: Accel Partners (Facebook, BrightCove), DAG Ventures (Friendster, Plaxo), Draper Fisher Jurvetson (Skype: eBay, Technorati), Walden Venture Capital, and Information Capital (Tickle/eMode: Monster, NetObjects).
Here is some
additional news from Glam in July 2007:
Marie Claire and Glam.com Announce Winner of Be Discovered: Design a Handbag Competition Fashion Article Posted July 30th, 2007
Glam Media taps MKC to tout its new media model Fashion Article Posted July 24th, 2007
Karin Marke Joins Glam Media as Vice President of Sales Fashion News Article Posted July 14th, 2007
Glam.com Announces Winners of Annual Beauty Awards Fashion Article Posted July 10, 2007