Where Women Click

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Glam.com, with lead articles like “How to Get Bouncy Curls,” “Who Should Prince William Date Now?” and “Chatting with Nanette Lepore” is the second most visited community website by women, after iVillage.
According to The Wall Street Journal (paid sub. req.) Glam Media is a favorite of online media buyers.

Glam Media is one of several emerging Web networks that offers advertisers the chance to run narrowly targeted and heavily customized ad campaigns — with customized the operative word. Lots of Web firms, of course, help advertisers target specific groups of people on different sites. What makes Glam and other networks, including female-oriented properties SheKnows and Sugar Publishing, stand out is their willingness to devise new marketing formats, ad executives say.
“They will bend over backwards for you. That’s refreshing from a marketer’s standpoint because sometimes you just feel like the partnership isn’t a partnership on these big deals. It can be like pulling teeth,” says Martin Reidy, president of Modem Media, an arm of digital marketing concern Digitas, itself a unit of Paris-based Publicis Groupe.
Glam Media’s founder, chairman and chief executive, Samir Arora, says Glam wants advertising that is both useful and entertaining, an approach he says isn’t that different from the fashion magazine world. “Does [advertising] deter you from picking up Vogue? No. It actually enhances the experience,” he says. “The key is in understanding when ads are desirable.”

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.

Comments

  1. The graphic says these are the top “community” sites women visit, not web sites. I’d be curious to know the age range for “women” because I’ve never visited any of these sites and I have two x chromosomes.

  2. Thanks Trish. It does indeed say “community sites.” I’ll make the correction to the post.