paidContent.org - The Economics of Content

Current Story

CondeNet’s Teen Girl Site Flip Will Let Users Control Advertising

By Staci D. Kramer - Mon 22 Jan 2007 05:46 PM PST

Teen girls intrigued by CondeNet’s Flip will find they have more control over advertising than on most ad-supported sites. MediaWeek reports that the publisher and its advertisers are on the same page with the notion. The site, slated to go live officially Feb. 6, has five premiere sponsors including PacSun, Nordstrom, J&J’s Clean & Clear and Vera Wang, but no one’s saying how much ad revenue that represents. MediaWeek says sources put the packages between $300,000 and $500,000 so it could have $2 million committed already. The intriguing aspect here is the control users will have over the ads and the form some ads will take. Girls will be able to decide which brands they see for the traditional ads. There’s also a kind of DIY product placement fitting in with the notion of “Flip books”; as the users create their books they’ll have access to items like Nordstrom-supplied images of models that aren’t visibly from the store unless clicked. Clean & Clear will provide logo-and-product-less word icons.  Users will be able to write what they think about the products in their books. That user control and influence makes it attractive, an OMD strategist tells MediaWeek. It will be interesting to see how it all actually plays out. 

Posted in: Advertising, Media, Magazines, Social Media, Community


Related Research from Alacrastore.com

2 Responses:
  • From Sylvia K. Dombrowski Tue 23 Jan 2007 06:32 AM

    As a mother of a 15 yo, imagine how I posture my parenting responses.  Now imagine how CondeNet’s “Flip Books” will interpret this information for brand advertisers.  Perception is reality.  Whether or not my daughter likes a specific product or not, it will be her “perception”—her “behavior” that she, in her usual artistic genius fashion, generates in a flip book - invaluable information for ConteNet and its advertisers.  How my daughter’s eye defines her flip book - visually (and content is part of that visual)—basically - “how she thinks” is the “posture of permission” that CondeNet is seeking to convey/sell to its advertisers. Clever?  Absolutely.  My daughter’s “visual’s” speak volumes.  All you have to do is check out her magazine-plastered “door” or “walls.” Neither ConteNet or its advertisers have had permission to view my daughter’s bedroom door or walls.  Now they do.  Flip Books.

  • From Rebecca Mon 02 Apr 2007 08:50 PM

    I checked out the site. Seems very scattered. The flip books are really not easy to make. And really how many flip books can one person make? I dunno. I think the jury is still out on this one.

Post Your Comment

Mobile Options

» Mobile App
» Mobile/WAP Site

Send a News Tip

About

paidContent.org, flagship of the ContentNext Media network, provides global coverage of the business of digital content.

Rafat Ali
Publisher & Co-Editor

Staci D. Kramer
Co-Editor

David Kaplan
Senior Correspondent

Joseph Weisenthal
Correspondent

Robert Andrews
U.K. Editor

Amanda Natividad
Editorial Producer

EconCeleb Conference - The Economics of Celebrity. July 23 at the Roosevelt Hotel in Hollywood

Featured Report - 2008 Social Media Deals Report

front page of report

The economics of social media continue to heat up, with ever more buzz created in new and growing market categories. This report examines the categories, number and size of investment and acquisitions into social media and the resulting value created from 2007 through 2008. Order your report today to analyze deals made by Yahoo, Disney, Google, AOL, CBS, Hearst, Microsoft and many more.

Learn more or purchase now.

New Media/Interactive Job Listings

Post Job
More Jobs

Generous Supporters