Interesting news regarding the recently visible Complex Media Network.
COMPLEX MEDIA PARTNERS WITH FOUR BLOG-ORIENTED WEB SITES TO CREATE NEW ONLINE COMMUNITY FOR YOUNG MEN:
Complex Media LLC, the publishing and new media division of Marc Ecko Enterprises, has entered into a partnership with four blog-oriented Web sites as part of a new online initiative designed to reach the multiple interests of young men. Web sites Nicekicks.com, Bastardly.com, Slamhype.com and Nahright.com will join Complex.com, the official site for Complex magazine, to create the Complex Media Network, a community of sites dedicated to emerging trends and ideas for young men age 18-34.
That’s right, Nah Right is in bed with the folks at Complex Magazine. Hmmm, that’s getting to be a crowded bed!
So far, everybody’s zipping their lips but I’ll be following up on this one. Assuming these bloggers actually do have editorial control, as the rest of the press release clarifies, then I would assume Eskay will keep linking to XXL’s web content, at least as long as he works there.
This is a great example of how the open web has changed the media game and a good look for Complex. The offline tradition of ignoring the existence of all competitors holds one back online so they’re doing the right thing with their approach.
This is also an excellent example of where things are going with companies that specialized in one media, whether magazines, records or whatever physical products were emphasized, now becoming much wider ranging media companies with an online emphasis that often still has a clear niche. I’ll have more soon on this topic as well.
More on the marketing tip from the press release:
The partner sites will continue to run with their existing editors, but advertising will be sold through Complex Media, allowing marketers to buy into a community that penetrates every element of this lifestyle. Brands will have the ability to participate in online sweepstakes, exclusive banner take-overs, micro sites, video ads and more. Also, similar to what is currently done with Complex magazine, the company will create custom units for specific brands that wish to reach this target online.
Closing Quibble:
The coolness factor of this announcement is somewhat undermined by use of the phrase "BLOG-ORIENTED WEB SITES". I could see the reasoning for calling a site like SlamXHype [at slamxhype.com not slamhype.com] a blog-oriented web site but, bottom line, blogs would be stronger, especially since all the home pages are blogs and blog-oriented web site is mad clunky.
Congratulation to Nahright!!
Yeah, I think it may well be a good deal for him. If he’s happy with the advertising, then having somebody else do it consistently and well is a huge source of support for a one man operation.