Vertical Content Network의 Glam Media

안녕하세요. 네오비스입니다. 포털 뉴스, 메타 블로그, 애플의 아이튠즈의 공통점은 바로 흩어져 있는 콘텐츠를 모아놓았다는데 있습니다. 블로그에 대한 이해가 있는 분들이라면 블로그 네트워크에 대해서도 잘 알 것입니다. 오늘은 이러한 블로그 네트워크의 콘텐츠 모델을 지향하는 Glam Media를 소개해 볼까 합니다. 현재 Glam Media는 대표적으로 Glam.comBrash.com 두 서비스를 가지고 있습니다. 각각 여성전용, 남성전용의 서비스로 사이트를 둘러보면 잘 만들어진 잡지를 보는듯한 느낌을 받을 수 있을 것입니다.
 
Comscore에 따르면 2008년 9월 현재 Glam Media 사이트의 미국 내 UV는 520만 명이며, 글로벌의 경우에는 900만 명이라고 발표하였습니다. 700개 이상의 사이트가 현재 Glam Media의 Network에 가입되어 있으며, 416,912개 이상의 콘텐츠가 등록되어 있습니다. 많은 파트너들을 기반으로 짧은 시간 안에 상당한 성장을 보여주고 있다고 할 수 있습니다. 



 
이런 모델은 전형적으로 올드 미디어의 잡지를 새로운 비즈니스 모델로 결합한 것으로 이해할 수 있습니다. 대표적으로 여성전용 혹은 남성전용의 잡지가 있습니다. 그러나 잡지의 경우 오프라인으로 출판되어 일부 독자들에게만 읽히고 있고, 그들의 웹 사이트를 통해 소비되고 있습니다. 하지만 이러한 콘텐츠의 우수함에도 불구하고 특정 계층 혹은 타겟하는 영역이 상대적으로 작기 때문에 많은 사람들이 원하는 모습을 충족시켜주지 못한다는 단점이 있습니다. 이런 부분을 Glam Media는 Content Network를 통해 수급한 콘텐츠를 자신들이 원하는 콘텐츠 소비를 위한 서비스를 통해 새롭게 배치하고, 재가공하여 사용자들의 더 높은 관심을 만들어내고 있는 것입니다. 즉, one source multi use의 사례라고 볼 수 있습니다.

 
Glam Media가 Content Network를 통해 수급하는 콘텐츠들은 앞의 통계에서처럼 많은 관심을 받고 있습니다. 지금까지 산발적으로 흩어져 있던 콘텐츠를 한 곳에서 잘 차려진 밥상과 같이 한꺼번에 모두 볼 수 있기 때문입니다. 더불어 남성전용, 여성전용처럼 콘텐츠 소비의 주체가 원하는 모습으로 구성하고 있기 때문에 다양한 광고주들이 그들이 원하는 영역에 광고를 집행하고, 훨씬 높은 효과를 얻고 있습니다. 이것이 Glam Media가 가진 강점이라고 할 수 있습니다.
 
그들의 파트너들을 보면 잡지와 같은 전통적인 콘텐츠 공급자부터 블로그까지 아주 다양하고, 각각의 콘텐츠는 사용자들이 관심을 가질만한 여러 영역으로 구성되어 있습니다. 이런 콘텐츠의 소비를 바탕으로 새로운 광고 모델을 가져가면서 개별 파트너들에게 이익을 돌려주고 있는 것입니다. 물론 국내의 경우에도 비슷한 시도들이 있었지만 동일한 모델을 추구하지는 않았습니다. 현재 포털의 뉴스의 경우에도 단순히 컨텐츠를 공급받고, 이에 대한 비용을 지불하는 방식이지만 Glam Media가 추구하는 Content Network와는 조금은 다른 모습이라 할 수 있습니다. 포털서비스와 메타블로그도 그렇고, 우리가 흔히 알고 있는 블로그 네트워크와도 조금씩은 다른 모습입니다.
 
최근 블로그네트워크 모델을 기반한 태터앤미디어와 중소규모 사이트의 광고를 위한 커넥트 서비스가 나오고 있기 때문에 국내에서도 조만간 Glam Media와 같은 의미 있는 새로운 모습의 비즈니스를 볼 수 있지 않을까 기대해 봅니다. 역시 콘텐츠든 사람이든 모이면 비즈니스가 되는 것 같습니다. 이런 모델 어떻게 생각하세요?


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쿠스 2008-10-30 17:59:32     답글 삭제
우리나라도 이런거 될 수 있을지 모르겠지만, 재미있는 모델이네요. 글 잘 봤습니다~~
네오비스 2008-10-31 10:44:30     삭제
쿠스님 덧글 감사합니다. 우리도 비슷한 것들이 있는건 사실이지만 매체의 영향력을 키울 수 있을지 재미있는 실험들이 계속되면 좋겠습니다. ^^

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