08 March 2009
This is part 1 in my 3 part series titled "Here are some Blogs about online advertising I am writing before the Ohio State game that they better freaking win". A week ago I wrote a blog on SB Nation's content sharing deal with Yahoo Sports, in which I pointed out they had a similar deal with Glam's men channel Brash.com. Given that it seemed like a great deal for SB Nation and the recent publisher exodus from Federated Media, I speculated that the deal might have been more then just content and could indeed have involved ad sales. While I was right that SB Nation was leaving Federated Media, I had their new ad sales partner wrong. Turns out it's Brash.
Last week, Federated took down the landing page for media buyers to make buys for SB Nation and subsequently SB Nation took down their Federated partner logo over the weekend and replaced it with their new Brash logo. While their has been significant churn at Federated with its larger publishers (TechCrunch and GigaOM), it seems that sports category has been harder then their other content niches. SB Nation joins Bleacher Report who left to work with Funny or Die. These two loses have dramatically lowered the footprint Federated has in sports, but was eluded to when CEO John Batelle remarked a shift away from display advertising and back to conversational marketing. Below is a video of Glam and Brash CEO, Samir Arora, talking about the company's strategic move to work with male focused content publishers.