Print Media
1/28/08
Break.com Expands Ad Sales Business
By Daisy Whitney
Popular video site Break.com launched three Web sites and now represents a dozen more for ad sales as part of the company's new growth strategy for 2008, Break announced today at NATPE.
The new sites that are now part of the Break Media network are www.holytaco.com, a mix of Perez Hilton and Maxim; www.cagepotato.com on mixed martial arts; and www.chickipedia.com, which lets users rank the hotness of female celebrities.
In addition, Break now represents ad sales on sites in categories including gaming, music and men's lifestyle. "Those are sites where we didn't feel we were ready to invest, but we wanted to sell across," said Break CEO Keith Richman.
Break is expanding because advertisers and media buyers want more scalability in their buys. With the acquisitions and the new ad sales properties, Break now sells across sites that draw a combined 35 million unique visitors worldwide per month, compared to 18 million for Break.com alone, according to internal figures.
Mr. Richman said Break.com visitors average 4.5 visits per month and spend 7.5 minutes on the site for each visit.
"Ultimately Break is a branded media property, and we are launching new ones so we can offer a high level of engagement and an even higher level of scale," Mr. Richman said.
