Glam Media, the fast growing women's network, has launched Brash.com - a networking site targeting men - so that the boys don't feel left out.The new site, much like Glam, will bring in content from a network of third party sites and will hope to keep blokes hanging around on its pages for as long as possible.
According to popular news site TechCrunch, more than 25 content sites have joined the Brash.com network at launch including ArtistDirect, DigitalTrends.com, eCoustics.com, Squidoo and MonstersandCritics.com. National news content will also be syndicated from Time.com while Rolling Stone will provide music news and updates. SB Nation will provide coverage of sporting events and technology news and updates will be sourced from CNET.
One thing that is sure to grab the attention of tech-minded TV loving blokes is the fact that Brash also includes a video channel (Brash TV) with content pulled from multiple partners. And the site has done well in garnering attention in its early days by launching what is sure to be a much discussed Brash 100 list and the Brash Hall of Fame, listing "...men across the fields of sports, politics, business and entertainment that are game changers."
Glam Media has hired former Fox Interactive Media executive, John Trimble, to handle Brash's advertising and, magazine industry veteran, Richard Perez-Feria to oversee editorial content - suggesting that the hiring of a top team means hopes for this new venture are high. Launch advertisers include Unilever's Axe brand deodorant, H&M, HP and - adding an extra layer of sexy derring-do - the new James Bond film "Quantum of Solace".
Many industry insiders are commenting that, given the current economic climate, Brash is already living up to its name with the launch of this new ad network being seen as a bold move at a difficult juncture. Other ad networks have been forced to lay people off to combat the economic turmoil, with AdBrite suffering in particular, having to let go of 40% of its staff. But if Brash can successfully monetise a social networking site it will quickly find itself streaming ahead of the competition.
What's more, few can argue with Glam's impressive track record, despite the global credit crunch recent Comscore stats reported that 52 million unique U.S users visited Glam Media sites in September, totalling more than 90 million worldwide. The company launched an initiative for luxury brand advertising (which now has 35 participating sites geared to affluent audiences) and has recently hired a new chief financial officer with initial public offering experience.
So with two similar sites now vying for the attention, and cash, of the different genders - we can't help but wonder which networking venture will win this digital battle of the sexes.
