| SAN FRANCISCO, April 29
SAN FRANCISCO, April 29 Glam Media, the online
lifestyle publishing company, is changing its name to Mode Media
and heading into the increasingly crowded market offering
original online video programming.
The company said on Tuesday it would launch 10 original
online video series and create its own video production studio.
The new programs, on topics ranging from food to home design,
are due to debut on Tuesday on websites owned by Mode Media.
Internet and technology companies such as Yahoo Inc
, Aol Inc, Amazon.com Inc and Microsoft
Corp are racing to develop original online video
programs, spurred by the success of Netflix Inc's House
of Cards series. High advertising rates for the video ads that
accompany the programs are also appealing.
Chief Executive Samir Arora said Mode Media planned to offer
video programs ranging from 4-minute how-tos to full-length
Demand for video is strong among brands that advertise on
Mode Media, Arora said in an interview last week. The limited
video the company previously offered on some of its websites
sold out its available advertising space, he said.
Arora said the new name would allow the company to appeal to
a broader audience since the Glam name was often associated with
women's lifestyle content. Glam will be used for a standalone
Mode Media has partnered with Hollywood talent company
Creative Artists Agency to build relationships with the
The company hired Goldman Sachs and Bank of America to lead
an initial public offering in May 2012, sources said at the
time, but Arora declined to comment on any current plans Mode
Media might have for an IPO.
(Reporting by Alexei Oreskovic)