Glam Media Taps MKC to Tout Its New Media Model

By Schmelzer, Randi

NEW YORK: Online fashion and lifestyle network Glam Media has named the Morris & King Company (MKC) its AOR. MKC’s primary charges will be to generate business- and ad-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 tides, he added, and positioning cofounder and CEO Samir Arora as a speaker and industry thought leader.

Consumer-side efforts will highlight the flagship site, Glam.com, and The Glam Publisher Network, which is made up of 350 lifestyle Web sites, blogs, and magazines, along with syndicated content from select media companies.

Though content on Glam Media sites ranges from fashion tips to gossip, all outreach will target what the Silicon Valley-based company calls an “engaged and passionate” mostly female demographic.

According to comScore Media Metrix, Glam surpassed NEC’s iVillage this past June as the topranked women’s Web property, based on unique user visits.

The company’s “distributed media” model revolves around the concept of selling ads across a spectrum of related Web sites.

The benefit of aggregating sites around “passion groups” is itself worthy of attention, Morris noted.

“It makes for compelling content for the consumer, and one-stop shopping for a brand,” he said.

MKC has worked with other online properties such as AOL, CNBC.com, and Heavy.com.

Among Glam’s most popular affiliates are celebrity gossip blog Imnotobsessed.com and femalefocused tech-and-lifestyle site Popgadget.net.

Glam has passed NBC’s iVillage as the top-ranked women’s Web property

Copyright Haymarket Business Publications Ltd. Jul 30, 2007

(c) 2007 PRweek; U.S. ed.. Provided by ProQuest Information and Learning. All rights Reserved.