Glam.com combines its site inventory and content with those of high-fashion bloggers.
Glam Media is expected today to unveil a fashion blog network, allowing the media and e-commerce player to offer advertising packages that combine Glam.com and blog inventory.
It's the first significant move by the Silicon Valley media start-up, which just launched last month. The company combines magazine-style independent editorial content with click-to-buy e-commerce functionality, courting fashion-oriented advertisers.
Glam Media has so far signed up seven blog sites to participate in its network: BagCrazy.blogspot.com, Coquette.blogs.com, SheFinds.com/blog, PopGadget.net, InMyBag.blogspot.com, FashionTribes.typepad.com and TiaWilliams.net/blog. Bloggers within the network maintain their editorial independence and receive a share of the CPM-based revenue Glam takes in from advertisers. Glam says it's hand-picking blogs that fit into its six targeting categories: fashion, apparel, beauty, accessories, shoes, and jewelry.
"The brand advertisers have a way to be present [on niche fashion sites] by dealing with one source, which is Glam Media, to be able to reach women that they are targeting across all of the blogosphere," Samir Arora, chairman of Glam Media.
The company is also doing sophisticated cross-promotion with the blogs, much of which is enabled by RSS technology. Glam will take feeds from the blogs and incorporate them into its site, which will both promote the blogs and beef up its own site content.
Meanwhile, it will provide bloggers with modules containing headlines and links back to Glam.com. Glam is also launching blogs of its own. One, by Ann Dexter-Jones will cover celebrities, style, travel and fashion. The second, encompassing New York fashion, will be written by Karen Robinovitz, author of the Fashionista Files.
At launch, Glam.com will run house ads throughout the network, but Arora says some brand advertisers' placements will be running "shortly." Ads will be sold on a CPM basis with the initial format on offer a 160 x 600 skyscraper.
Glam isn't divulging the number of monthly pageviews served by its network members. In the first week after its well-publicized launch, Glam.com saw 100,000 unique visitors who generated more than a million pageviews.
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Pamela Parker is a former managing editor of ClickZ News, Features, and Experts. She's been covering interactive advertising and marketing since the boom days of 1999, chronicling the dot-com crash and the subsequent rise of the medium. Before working at ClickZ, Parker was associate editor at @NY, a pioneering Web site and e-mail newsletter covering New York new media start-ups. Parker received a master's degree in journalism, with a concentration in new media, from Columbia University's Graduate School of Journalism.
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