Essence to launch new site

PaidContent reported yesterday that Essence will team with Warner Bros. TV to launch a new video heavy site this summer. You may remember when we reported on Essence’s “30 Dates in 30 Days” webisode last fall and our initial reaction on the it. Lets take a quick look at what this partnership means for Essence since most of the articles I have read on this only covers what this mean for Warner Bros.:

– This strategic move will obviously add muscle to the video content delivery though I am also expecting (and hoping) that the move will result in actual interactivity with the shows. Essence’s strategy to “allow users to buy outfits online” was genius but was executed poorly and did not actually allow users to buy outfits online. I expect this partnership to iron out kinks such as these and really make the shows truly interactive.

– Essence web programming will also translate to TV via Warner Bros. Networks and only strengthen the Essence brand.

– Essence to utilize Warner Bros. vertical womens ad network.
Essence’s content is so specific to Black women versus all women I am not sure how an affiliation with Warner Bros. ad network will help the site. UNLESS Essence takes the route of MomLogic (one of WB’s ad network sites) and duplicates what they have done. If so this would mean Essence would essentially have their own vertivcal ad network for their niche. Here is a direct quote from an Essence executive:

“On the ad side, Michael Teicher, EVP-media sales, describes Essence.com as the “key component” in WB’s women’s vertical ad network; the network includes MomLogic, Ellen, Tyra, Extra and 32 affiliate sites.”

Essence could be on its way to becoming a GLAM Network pre-publisher backlash.