Unilever’s AXE deodorant bodyspray, H&M and HP Headline as Launch Advertisers
Silicon Valley, CA and New York, NY—October 20, 2008—Mode Media Corporation., recognized pioneer of vertical content networks and newly ranked comScore Media Metrix Top 10 Web property, today announced the launch of Brash.com (brash.com), a vertical network and content hub of sites targeting men 18-49 years old. More than 25 lifestyle, entertainment and technology sites, blogs and publishers have joined the Brash.com Network at launch, including: ArtistDirect; DigitalTrends.com; eCoustics.com; InGameNowSeriousWheels.com; MonstersandCritics.com and others. Content partners for Brash include: Time.com for national news; Rolling Stone for music news and updates; TheCarConnection.com for car reviews and news; SB Nation for sports coverage and CNET for technology information. Video providers for BrashTV include VidCat and HowCast.com. Major launch advertisers on the Brash.com network include Unilever’s AXE deodorant bodyspray, H&M and HP.
“Helping customers embrace their personal style is what H&M is all about,” said Steve Lubomski, U.S. Advertising Director for H&M. “The Brash.com network offers us a targeted way to engage with a key male demographic important to our brand by allowing them to connect with a digital media platform that matches their taste and style.”
For brand advertisers, Mode Media offers its unique targeting technology platform Glam Evolution™, enabling vertical targeting of men by audience, content, primetime and placement—providing brand engagement and hyper targeting to maximize results. With the addition of Brash, Mode Media now provides innovative solutions to all brand advertisers seeking to reach across key category verticals for both men and women.
“From day one, Glam’s founders were intent on bringing brand advertisers online—first with women and now in the men’s category,” said Samir Arora, chairman and CEO of Mode Media. “With Brash.com, Mode Media is replicating the success of its vertical content model, and will further entrench the reach that made the company a comScore top 10 web property just three years after the company’s launch.”
With close to 10 million US unique visitors a month at launch, Brash.com is going to “Change the Game”, with its edgy, upscale vertical network that caters to men’s desires and needs focusing on lifestyle, entertainment, automotive and gadgets, and news both from a national perspective and with local influence. Other publishers joining the Brash.com Network at launch include Freshnessmag.com, SpiralFrog.com, Squidoo, StreetFire.net and others. The Brash Network will launch with five channels: Men’s Lifestyle (Style, Fitness, Travel, Food & Drink), Entertainment (Music, Movies, TV, Games), Tech (Audio, Gadgets, PC & Macs), Auto (Luxury, Sport, SUV, and Sedans) and News (World, US, Politics & Tech).
BrashTV—a rights-managed video distribution platform built on GlamTV is also part of the launch offering, with video providers including Entertainment Studios, CINELAN 3-Minute Films, Howcast.com and VIDCAT.com. Mode Media is also launching its first local application—Brash Road Trip™— featuring tailored travel guides for men’s getaways, entertainment and travel and will premiere with eight U.S. cities, including San Francisco, Las Vegas, New Orleans and more.
Brash.com is commemorating its launch with the release of the first annual Brash Hall of Fame and Brash 100 lists honoring the bold and brave men that have created and stood for positive change in the world across sports, politics and entertainment. Honorees include: Sir Winston Churchill; Mahatma Gandhi; Sir Richard Branson, Bill Gates, Bono and many others. The complete list of the Brash 100 can be found on brash.com. Glam is also launching a “Change the Game” campaign, targeting the bold, brave, big, blunt and brash qualities that have helped create positive change in the world. This hip, aspirational point of view with attitude is the hallmark of the Glam Style and Brash further embodies that style.
John Trimble, who joined Mode Media from Fox Interactive, where he ran all brand advertising across MySpace, American Idol, IGN Men’s Network, and Askmen, is the EVP of Sales spearheading the advertising; Richard Pérez-Feria, formerly the editor-in-chief of People en Español, is the launch Editorial Director and Curator of Brash.com Network. Before joining People en Español, Pérez-Feria was editor in chief of 7×7 magazine in San Francisco after being the Vice President, Editorial & Creative Services at Weider Publications where he served as editor-in-chief of SHAPE’s Fit Hollywood, JUMP, Fit Pregnancy Style and Strong. He began his journalism career at Esquire.
The launch of Brash.com also marks the four year anniversary of Mode Media. The company launched with a mission to bring brand advertisers to passionate audiences developing along the Web’s professional mid and long-tail publishers and content creators. Glam’s model includes flagship sites (Glam.com and Brash.com) act as hubs curating content from its network of publishers, content partners and video providers. Glam’s first year was spent in stealth mode talking with hundreds of brand advertisers worldwide. Following this, the company launched Glam.com with just 12 network publishers in September 2005 at New York Fashion Week, and becoming number one for women in June 2007 less than two years later.
Mode Media is newly ranked as a comScore MediaMetrix Top 10 Web property and is also a 10 Display Ad Publisher, connecting brand display advertisers to more than 52 million uniques in U.S. and a global vertical content network of more than 700 sites. Glam.com targets Women with six channels: Style (Fashion, Beauty, Shopping); Entertainment; Living; Luxury; Family and Health & Wellness; and the recently launched vertical targeting African Americans, Black Life. The Brash.com vertical for men with five channels (Lifestyle, Entertainment, Tech, Auto and News).
About Mode Media
The founders of Mode Media created a new media model to bring brand advertisers to vertical audiences online: vertical content networks. Today, Mode Media—with its Glam.com (women) and Brash.com (men) networks—is the fastest growing Top 10 media Web property in the U.S. with a total reach of 52.3 million unique monthly visitors in the U.S. and approximately 90 million uniques globally. Mode Media recently entered the comScore Top 10 Web properties list and is also a Top 10 Display Ad Publisher. With 700 sites total, Mode Media is composed of: Glam.com—a carefully curated network of popular and influential lifestyle women’s Web sites, blogs and magazines; and Brash.com—the newly launched all men’s network. Mode Media is backed by Hubert Burda Media, GLG Partners, Accel Partners, DAG Ventures, Draper Fisher Jurvetson, Walden Venture Capital and Information Capital. Mode Media is headquartered in New York City and Silicon Valley, California, with international offices in London, Munich, Berlin, and Tokyo.