Mamamia reveals commercial partners for new beauty launch TheGlow
The Mamamia Network has revealed the commercial strategy for its newest website beauty and health offering TheGlow.com.au ahead of a formal launch next week.
TheGlow, which has already launched in beta test mode, will offer advertisers native ad opportunities similar to Mamamia, with brands, including Clinique and The Athlete’s Foot already on board, along with brands which have used the native ad offering on Mamamia.
“Brands like Nissan and Dove who want to expand their native advertising reach they’ve already got on the network to TheGlow… It’s been an absolutely positive response in market, people are really excited to see someone doing something in the online health and beauty space that’s a bit different,” said Mamamia editor-in-chief Jamila Rizvi.
Two years ago Alyx Gorman was editing the Vine. Now she is with mammamia writing about beauty. Who knew. Good luck with the launch. Will be interesting to watch.
Agreed with Forest. Alyx Gorman is a sensational writer & editor. Why she’s dropped down to a beauty site is beyond me.
Go Alyx! Who says beauty and health can’t be intelligent and engaging? She’s a great editor, she’ll make it great. Simple. Also, playing the long game in digital publishing is really smart.
Health includes all feelings, so embraces attitudes and opinions on all aspects of life,
Relationships, social interactions,community all effect well being, so the canvas is vast. Leave it to Alyx to make it colourful,
The problem with Mamamia right now is that stories appear on the front page and then – literally within a few hours – scroll off and are lost in the back content.
They’re there and then they’re gone – as evidenced by the fewer and fewer comments each story gets. The turnover is too fast, and too many stories aren’t being seen in the race to provide “fresh” content.
And too many of the stories are just awful, and off the mark. Last week, commenters turned on one writer after the whole entire premise of the piece was found to be totally wrong.
Anyway, I can’t see key brands and those with a message being too keen on their pieces disappearing so fast and not being seen, or being associated with amateur content.
You could probably get the same deal from your average mummy blogger for about 1% of the cost.