Glam received prominent coverage in an article in The Wall Street Journal entitled "Web Network Offers Reebok Flexibility." Here's an excerpt:
When Reebok launched a new line of shoes and apparel endorsed by actress Scarlett Johansson last month, it took a different approach to Internet marketing. Instead of buying ads on mass-audience portals like MySpace, as it had done for past campaigns, Reebok struck an exclusive online deal with fashion and lifestyle Web concern Glam Media.
Glam worked with Reebok International, a unit of Adidas AG, to put together a marketing campaign aimed at young women that ranged from the traditional -- banner ads -- to less-traditional promotions that looked more like editorial features, such as interactive quizzes about Ms. Johansson and mentions in Glam blogs.
And the ads didn't show up just on Glam.com. Glam has assembled a network of roughly 300 similarly themed blogs, Web sites and magazines that it links to -- broadening Glam's reach. Glam's female-oriented network drew 10 million unique U.S. visitors in March, making it the second-largest women's online property after NBC Universal's iVillage, according to comScore Media Metrix.
"You are not just hitting one portal; you have thousands of these other sites. By showing up incrementally on these other sites, you are getting more bang for your buck," says Marc Fireman, head of digital marketing for Reebok.
