Halogen Network

OK, this may sound like I am spinning this, but I was pleased to see Glam Media enter the luxury category, with the launch of Glam Luxury. My reaction was the same a few weeks ago when I saw the Wall Street Journal launch the WSJ Magazine, and the re-design of their website with more focus on lifestyle content. The category needs the help – in terms of educating marketers and their agencies about the value of online media to reach this affluent, time-starved and elusive consumer. And even more elusive these days!

So while Glam Luxury, like another competitor InterLuxe, is targeting a younger, less affluent consumer than Halogen Publishers, the fact that they will be out there talking to advertisers will probably help all of us. Glam’s leadership position in women and fashion will help legitimize the online luxury space.

Some segmentation is starting to emerge. Glam and InterLuxe focused on the aspirational luxury audience (like Robb Report does in print) and networks like Halogen and Shorttail Media conencting with higher income households.

In the coming weeks, we will hear about more networks and alliances forming to target this affluent audience – Martini Media is another that I will update you on soon. Bottomline: good for advertisers, who now have some alternatives to the usual suspects (wsj.com, nytimes.com and forbes.com).