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IQ News: Imagine Targets Youth, Consolidating Networks

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Leveraging its large share of users age 12-29, Imagine Media Publishing, Brisbane, Calif., today will spin off four of its teen/young adult-oriented Web properties to create Affiliation Networks, which will develop content aimed at the so-called "Internet Generation." The Web site networks included in the venture are femme-powered ChickClick, gaming network IGN, entertainment site The Den and the Power Students Network.
"The spinoff is about bringing these properties together and developing synergy by having [them] co-associate with each other," said Mark Jung, president and CEO of Affiliation, which is moving from Brisbane to San Francisco next month. The synergies will include operational, as well as strategic alliances, whereby the networks will share in ad sales, media planning and targeting and hosting of sites.
Jung said the "network of networks" will reach a highly prized audience for advertisers. According to Jung, there are more consumers age 12-29 than ever before, and half are online. On the back end, each network will share common products like e-mail and homepage technologies. For advertisers, it will allow for wider reach across a coveted target market.
Advertisers can buy within specific sites, within specific networks or across all the properties. There are also opportunities for co-branded sponsorships, like ChickClick's current promotion with Esprit.
Said Jung: "This new generation is developing different patterns of consumer behavior and this is the correct medium to reach this audience."