Glam Media's CEO on why men now

Bambi Francisco Roizen · October 21, 2008 · Short URL:

Samir Arora on why a male demographic is good to go after, even in this economic slump

Now that Glam Media is widening its demographic net to include males, it may have to change its dominant fuchsia color scheme in its NY office. “We are just about to have the blue iris Brash purple/blue color added in places in the office,” said Samir Arora, CEO and first investor in the growing ad network. Samir, who said he’s stopped wearing pink ties daily, spent some time with me in his NY office today to talk about the launch of Network, which is the company’s ambitious new vertical network focusing on men.

Given the advertising slump, why now? I asked. After four years of focusing on women, Samir and his team realized that there were too many channels that attracted males. Essentially, Glam Media, which has raised $110 million in financing, was missing an opportunity. While the female demographic is highly coveted, since women account for 80% of purchases, there are high CPM sweet spots in the male category as well, such as finance and cars, said Samir. Additionally, no one on the Internet is targeting the male demographic in a dominant way, he said. Indeed, perhaps no one is dominating the "male" ad network category just yet, but some companies, like Yardbarker, are certainly taking a shot at it.

How will Brash differentiate itself or be similar to Esquire, GQ, Maxim, Spike, Heavy, Break and other male-focused venues?

“I don’t think there’s a particular magazine that we’re directly targeting,” he said. “We don’t want to be in the ‘laddy’ group [magazines, such as Maxim] because we think it’s a very small niche from an advertising perspective. The Web site is very affluent, high-level... The goal of Brash was to create an emotional, provocative, hip and new brand, that’s not displacing a magazine.” 

Altogether, the Brash network will consist of five categories: 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).

More than 25 lifestyle, entertainment and technology sites, blogs and publishers have joined the Network at launch, including:  ArtistDirect;;;; and others. Content partners for Brash include: for national news; Rolling Stone for music news and updates; for car reviews and news; SB Nation for sports coverage and CNET for technology information. Video providers for BrashTV include VidCat and Major launch advertisers on the network include Unilever’s  AXE deodorant bodyspray, H&M and HP.

Stay tuned for more interviews from Samir, including his latest take on how Glam is doing as a busines; how he's seeing an advertising slump at his company, where he's taking Glam and his lessons and advice to entrepreneurs.

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Bambi Francisco Roizen

Founder and CEO of Vator, a media and research firm for entrepreneurs and investors; Managing Director of Vator Health Fund; Co-Founder of Invent Health; Author and award-winning journalist.

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Yardbarker is a network of 700+ independent sites -- mostly sports blogs -- that target the new generation of guys online. The hub of the network,, is a community site where fans and celebrity athletes hang out, interact, and talk sports.

Glam Media


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The founders of Glam Media created a new media model to bring brand advertisers to vertical audiences online:  vertical content networks. Today, Glam Media—with its (women) and (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. Glam Media recently entered the comScore Top 10 Web properties list and is also a Top 10 Display Ad Publisher. With 700 sites total, Glam Media is composed of:—a carefully curated network of popular and influential lifestyle women’s Web sites, blogs and magazines; and—the newly launched all men’s network. Glam Media is backed by Hubert Burda Media, GLG Partners, Accel Partners, DAG Ventures, Draper Fisher Jurvetson, Walden Venture Capital and Information Capital. Glam Media is headquartered in New York City and Silicon Valley, California, with international offices in London, Munich, Berlin, and Tokyo.