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Glam Media targets African-American women

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Amanda Fung, Crain’s New York

Glam Media is making a play for African-American women.

The top-ranked Web destination for women on Thursday launched Glam Black Life, a network of more than 50 different blogs, lifestyle, fashion and news sites that target African-American women. According to the company, Glam Black Life expects to attract about 4 million unique visitors per month.

Glam Media, a company with duel headquarters in New York City and Brisbane, Calif., surpassed NBC Universal’s iVillage as the top ranked women’s site in the nation, based on unique visitors, last June. Glam attracted 43 million unique visitors in July, while iVillage attracted just 17 million, according to comScore Media Metrix.
“Glam Black Life enables Glam Media to bring together a unique and relevant mix of content that is generated both in-house and by its talented network of publishers and provide advertisers with the environment to reach this highly sought-after audience,” Tamera Reynolds, Glam Black Life’s director, said in a statement.

African-Americans will make up 11.8% of all U.S. Internet users in 2011, up from 10.8% in 2006, according to research firm eMarketer. African-Americans are the second-largest minority market in the U.S. and researchers estimate they will spend $1.1 trillion by 2012, up 28% from last year.

Glam isn’t the only company realizing the advertising potential in targeting the African-American market. Earlier this year, radio broadcaster Radio One acquired Manhattan-based Community Connect and its popular social network BlackPlanet.com to better target the audience.

“It’s a smart move for Glam,” said Smokey Fontaine, chief content officer for Interactive One, the digital online division of Radio One. “The black consumer is the largest niche that you want to go after.”

Coincidentally, in July Interactive One launched HelloBeautiful.com, a site that rivals Glam Black Life. HelloBeautiful.com, which is currently in beta, snagged Wal-Mart Stores Corp. as its inaugural sponsor, said Mr. Fontaine. “We welcome as many players into the space,” he added.

Glam has signed up Lexus as its first sponsor. The division of automaker Toyota will roll out its Luxuryawaits.com online marketing campaign next month throughout all of Glam Black Life’s sites.

Founded in 2005, Glam has risen to the top of the women’s category fairly quickly. Earlier this year, it raised $85 million in funding. However, its ascent has been controversial. Traffic to its network of 650 proprietary and third-party sites has more than doubled this past year. Glam delivers ads to all the sites in its network. However, iVillage and other competitors have criticized Glam for having general sites in its network that attract men and women.

Last month, comScore Media Metrix notified women’s sites that as of August companies cannot include sites that are not exclusively for women when they calculate total visitors and page views. Recent traffic data for the women’s category from comScore is not yet available.

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Written by Symphony

September 13, 2008 at 12:09 am

One Response

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  1. Great post. Thanks for the info.

    Tradememe.com

    September 13, 2008 at 8:15 am


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