Glam Goes After LOHAS Set with Wellness Vertical

It’s been a busy summer for Glam. In the past two months alone the women-focused media and ad network has unveiled a hip-hop content vertical, an e-mail newsletter channel, and new outposts in Germany and the U.K. It’s also trying to get in on the platform money with the launch of a video syndication play and a system for creating vertical ad exchanges.

So when’s a girl to find time for herself? Maybe that’s the question Glam’s secretly hoping to answer with a new vertical geared toward “balance and healthy living.”

The Glam Wellness channel is made up of sites like EcoFabulous, Natural Solutions Magazine, EatingWell, Lifescript, and Spaparazzi. Soyjoy is the launch sponsor for the specialized network, which claims to reach three million uniques.

The content and services are geared toward a demographic sometimes referred to as LOHAS (Lifestyles of Health and Sustainability). The vertical is distinct from Glam’s Health channel, which is more about diet and fitness. It comes along at a time when the ad buying marketplace has become somewhat saturated with ad networks — and especially vertical ones. Nevertheless Glam is dead-set on competing with a tough set of female-centric media rivals, including NBC’s iVillage, Martha Stewart Living Omnimedia and Sugar Publishing, which just ditched its repping deal with NBC and said it would hire 20 in sales.

Glam is aided by $85 million in new funding, which it scored back in February. It expects to use some of that cash to open outposts in France and Japan.