Glam Fosters More Partnerships For Brands Via Apps

by , Dec 23, 2013, 1:03 PM
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Glam Media has quietly opened its editions platform inside the Foodie Recipes app to brands and publishers.
 
There are already editions sponsored by Godiva and Contadina, both of which have previously advertised with Glam across other channels.
 
In Godiva’s case, December’s “Holiday Edition” of the Foodie Recipes app is "Presented by Godiva" with multiple logo placements, two full-page interstitials and one native recipe placement.
 
The change is part of a larger strategy by Glam to give brands and publishers the ability to reach existing audiences through established mobile apps.

“Currently, it’s very difficult for publishers and brands to get noticed on the app store,” Samir Arora, Glam Media chairman and CEO, recently told Online Media Daily. “We’ve already shown through our editor-curated editions that our app strategy works.”
 
While Godiva and Contadina are the first two brands on the platform, it would be a stretch to call them official launch partners, a Glam rep said.
 
Founded in 2004, Glam now ranks as the seventh-largest Web property in the country. In September, the company raked in 89 million unique visitors, according to comScore.
 
This summer, Glam rolled out a new program designed to foster more partnerships between brands and its network of bloggers. The Premier Program, so-called, features an “elite” group of publishers selected from the more than 4,000 sites under Glam’s purview.

The lucky publishers will become contributing editors on Glam’s owned-and-operated sites, including Glam.com, Foodie.com, Tend.com, Brash.com and Bliss.com.

With even bigger things in store for 2014, Glam recently hired Dan Lagani as its first president and chief revenue officer. Most recently president, North America, for Reader's Digest Association, Lagani previously served as group publisher of Condé Nast Bridal Group, publisher at Meredith of Better Homes and Gardens and Ladies' Home Journal.
 
At Glam, Lagani is now responsible for all revenue, brand category development, media agency relations, strategic sales, brand strategy and client services, advertiser solutions and sales operations. This is a newly created position with all sales teams and region operations reporting to him.

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