CondeNet Officially Launches Flip.com (Posted 2/7/07)
Conde Nast’s Internet division, CondeNet, launched a new MySpace-like teen site for girls called Flip.com Tuesday. The social networking site allows members to create and share customizable, Flash-based multimedia scrapbooks, called Flipbooks, by uploading their own content or incorporating content from the site.
The site is free to members. The advertising model does not present advertising in or around the flipbooks, however advertisers do get banner placements in certain areas of the site and provide sponsored material (graphics, logos and photography) in a pre-populated library of graphic elements for use when creating a Flipbook. While those ad-supported elements may not be readily identifiable as, say, a branded product from launch sponsor Nike, clicking on the element within the Flipbook will lead the user to an advertiser site. “We really felt like we didn’t want to commercialize the girls’ work,” says CondeNet spokeswoman Jennifer Miller.
And, according to Miller, members also have the option to choose a sponsor for their member home page. “It’s a pull versus push method. They’re pulling everything they want from an advertising perspective,” says Miller.
Advertisers currently participating in the launch include Clean & Clear, Nike, Nordstrom, PacSun, and Vera Wang Princess.
Flip.com is divided into four channels called My Life, Entertainment, Style, and The World. Each of the sections pulls in editorial as well as member generated content.
While the site’s home page indicates it’s still in beta mode, Miller says that’s more of a remnant of its soft launch in December last year when 200,000 girls were invited to test the site’s functionality.