DCNF: Glam Media Rebrands to Mode Media, Takes Aim at Netflix, AOL, and Scripps

/ Apr 29, 2014


Lifestyle publisher Glam Media, which operates a network of websites and blogs primarily catering to women, has rebranded to Mode Media, with a focus on curating and creating original content across formats for multiple categories, from women and lifestyle, to men, food, and family entertainment.

The name-change was announced at the company’s Newfront presentation today, which, according to Mode Media president and CRO Dan Lagani, is hopefully the “first of what should very much be an annual event.”

Mode Media will provide original and curated content across seven category-based channels: Glam, Foodie, Tend (parenting), Bliss (health and wellness), Brash (men’s lifestyle), Family Entertainment, and Living.

This includes video, which Mode Media is moving into in a big way with the unveiling of Project M. The company’s in-house namemode media project m for its move into video, Project M has resulted in the launch of Mode Video, an owned-and-operated video platform that encompasses video channels across those seven categories.

On the originals front, Mode is debuting 10 original series at launch, including the following that were previewed at the Newfront:

Foodie (food)

  • “Tastemakers”
  • “The Artisan’s Spoon”
  • “Supermarket Adventures”: Hosted by Food Network star Claire Robinson, the show will guide viewers from the supermarket to the kitchen on how to cook delicious meals.

Tend (parenting)

  • “Secrets of Fashionista Mom”: Interviews with famous, “fashionable moms” who will share tips on how to dress and be stylish.

Glam (style & beauty)

  • “Kiss and Tell”: Makeup artist Charlotte Tilbury will travel the globe in preparation for the launch of her new line of cosmetics in the US this fall.
  • “Me Casa, Su Casa”: Host Ali Landry will share her favorite beauty and fashion products and parenting tips. “In this series, we are going to uncover and share the little secrets of other moms, whether it’s a great new product or a time-tested technique for the nursery, kitchen, or playroom,” the actress/host said. Produced by Trium Entertainment.

Brash (men)

  • “Alpha Men”: A show that will compare famous “alpha males.” For instance: Teddy Roosevelt versus Bear Grylls. Or Leonardo Da Vinci versus George Bush.
  • “What if I Wasn’t”: Famous athletes try out off-the-field activities or jobs that they’re interested in, from recording a song to training alligators (the latter: Darnell Dockett). Co-produced by Trium Entertainment and Mandalay Sports Media.

Five to 20% of Mode Media’s original series will be either created in-house by Mode Entertainment Studios, or produced for the platform by leading studios in Hollywood, said Mode Media founder and CEO Samir Arora. Rest of the video content will come from premium partners and independent creators that Mode Media works with.

Mode Media has been working with CAA to acquire premium content for its video platform. It has also built production studios in New York and LA for Mode Entertainment Studios.

Content will span all lengths, from short-form to mid and even feature-length programming.

In December 2013, Mode Media network reached more than 250 million uniques, and placed in comScore’s top 10 for web properties in the US, where it reached 93 million uniques.

On the video front, Mode says it already has 11.2 monthly unique viewers (citing comScore data), and has built this audience in just the past six months. With originals, it hopes to take-on major video players like Netflix and Hulu, with a bigger eye toward curating content that people want to watch, in addition to producing and distributing originals.

Project M photo: Jocelyn Johnson

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