According to Shove: "When we look for audiences or sites to acquire, we'll be evaluating them based on basic site metrics--how many
visitors they have--but more importantly, what kind of influence they possess." Halogen defines "authentic media" as content that is created and distributed "by passion and influence rather than
editorial assignment, SEO, or top-down media models."
Separately, Brian Eakin, formerly of CBSi, has been named vice president of digital strategy; Peter Gregovitch, previously at CNet, has been named CFO; and Ed Ortega, co-founded digital agency Fireplug Labs, as director of creative solutions.