Brash Launch Content and Ad Network Focused on Men
By Azam on October 20, 2008
Glam Media, a content and ad network focused made famous for its focus mostly on woman, has launched network focused on men called Brash. Glam Media has previously recently an impressive d $84.6 million in a deal that valued Glam at a half billion dollars. Glam is betting heavy on making a very large ad driven network of content sites into a money machine. The current environment would provide a challenge to the model as ad revenues may become less promising source of revenues.
Despite current economic conditions, Glam media has been expanding with launch of Brash and Glam Luxury brands. Earlier, Glam acquired German media property Codex and now operates under Glam Deutschland. Glam is expected to launch efforts in UK,France and Japan, and Glam is looking at several acquisitions. Glam trimmed staff mainly from sales said to number at 14 individuals from headcount of 200 from previous report. Glam will need to bring in significant ad money to fund the expansion and sustain profitable business model. Glam business model can itself define Brash and Bold considering economic crisis and the cutting back of expansion plans and headcounts in a number of firms.
From VentureBeat
Brash.com has signed up sites like DigitalTrends.com, InGameNow and SeriousWheels.com for its network. In addition, Time.com, CNET, SB Nation, TheCarConnection.com, and Rolling Stone have joined as content partners, apparently to exploit the advertising Brash.com will funnel to them. Unilever’s Axe, H&M and HP Headline will be providing some of the advertising, according to Glam’s announcement of the deal.
Brash targets men 18-49 years old. Glam says Brash’s network reaches nearly 10 million US unique visitors a month, with help from the partners it has signed. The Brash Network launches with five channels: Men’s Lifestyle (Style, Fitness, Travel, Food & Drink), Entertainment (Music, Movies, TV, Games), Tech (Audio, Gadgets, PC & Macs), Auto (Luxury, Sport, SUV, and Sedans) and News (World, US, Politics & Tech).
ComScore statistics show that Glam reaches more than 52 million unique users, making it a top-ten web property, the company said. However, that obviously takes into account all the pages that Glam serves ads to and thus includes pages of sites that Glam does not directly own.
Glam previously raised $ 84Mand a portion in debt placing the value the firm at $500M. Investors in the round include Burda the Germ Media firm, GLG Partners and Duff Ackerman & Goodrich Ventures (DAG), along with existing investors Accel, DFJ, Walden VC and Information Capital. Hercules provided the debt.
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Categories : Media & AdsTags : Accel, Brash, Burda, DFJ, Glam Media, Information Capital, Samir Arora, Walden