Glam Media Forms Ad Net Aimed At African-Americans
Fashion-focused Glam Media claims its latest venture is the largest vertical ad net aimed at African-Americans, Glam Black Life. Comprised of 50 sites—Glam Media’s overall network is made up of 640 publishers—Glam Black Life says its collective sites give it four million monthly uniques at launch. Some of the blogs participating in the Glam network include TheYBF.com, Shake Your Beauty and Afrobella, among others. The network is headed by Tamera Reynolds, a former Sahara Media (owner of HoneyMag.com) executive. Release -- Delivering a “black” Google: The trend towards niche sites and networks that are more tightly focused on specific groups is increasing as online ad growth has slowed and behavioral targeting is under siege from lawmakers and regulators. Sites devoted to women or minorities helps advertisers target safely and fills a need for audiences themselves. Some of the major companies that have either formed or given an added push to its black-oriented content recently include the partnership between Time Warner (NYSE: TWX) siblings Essence.com and WBTVG on a new broadband destination and website revamp, and IAC’s (NSDQ: IACI) RushmoreDrive, a search and news site that was unveiled in April. Last month, Johnny C. Taylor, the president and CEO of RushmoreDrive, told LAT that the IAC site serves as a “black Google” because its search functions gives links that might interest African-Americans more weight. In keeping with that, RushmoreDrive is developing a new “identity search” site by Q209. RushmoreDrive’s traffic hit 800,000 uniques this summer.
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