Print Media
1/28/08
Break.com Creates Ad Affil Network
Posted by Mike Shields on January 28, 2008
Web Video hub Break.com is expanding its young male-centric purview with the launch of several new sites along with the creation of an affiliate ad network.
In recent weeks, the company has rolled out HolyTaco.com - described as Maxim meets Perez Hilton, CagePotato.com- which tracks the world of mixed martial arts, and Chickipedia.com - dubbed the "wiki of hot women." According to CEO Keith Richman, these sites fill a void on the Web while still echoing the Break sensibility (the site is known for video clips along the lines of "Kid Faceplants Jumping Over Ditch" and "Two Girls Kissing Compilation").
Rather than engineering splashy launch events, each new site has been introduced quietly in beta in recent weeks via Break.com. "We're making intelligent, well placed bets, based on real data from our sites," said Richman.
In addition, the Beverly Hills, California-based company has announced the formation of Break Media, a network of similar dude-appealing sites and blogs that it now sells advertising across. In total, the company claims its properties will now reach a monthly audience of 35 million users.
Richman said that Break's strategy behind the new network, which includes smaller sports and music sites, among others, is to "aggregate scale as much as we can while keeping the quality," he said. Marketers, he said, are looking to reach users on smaller sites with dedicated audiences while avoiding a labor intensive buying process. "[With the launch of the network], we have one of the largest male 18-34 audiences out there," he added. "We're becoming the gate keeper for males."
