Late last year, Nielsen Business Media announced an editorial reorganization of its Adweek Media Group that combined content development and distribution for Adweek, Brandweek and Mediaweek magazines under one editorial organization (and, of course, included a number of layoffs).
Now Brandweek is launching a new blog, BrandFreak, based on Adweek’s popular AdFreak and edited by AdFreak’s editor, Tim Nudd. (It will feature contributions from Brandweek writers.)
That a company would launch a spin-off of any editorial product now is notable, considering how many have scaled back their brand extensions (Outside’s Go, O at Home, etc.) to focus on their core products.
“This was started as a naked grab at Web traffic,” Brandweek editor Todd Wasserman wrote in an e-mail to FOLIO:. “We noticed AdFreak has been pulling in a lot of readers and thought there might be an audience out there for a BrandFreak.”
However, Wasserman said there will be no duplication of content. “While we’ll both write about advertising, BrandFreak will also cover guerrilla marketing, shopper marketing, new product launches, marketing trends—basically whatever Brandweek writes about, but in a more ‘bloggy’ manner … If an item appears on BrandFreak, it won’t run on AdFreak.”