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MTV.com Developing New Men's Site

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Is MTV going after the Maxim crowd on the Web?

MTV.com is listing a job for a “New Mens Site” on Mediabistro.com. Officials at the Viacom network have confirmed that the company is developing a new blog aimed at the coveted young male demographic, though the name of the blog and its launch date have yet to be locked in.

According to the job listing, the site will tackle such guy-oriented topics as sports, pop culture, gadgets, entertainment and sex. MTV is going for an irreverent voice with the new blog, as it is seeking an editorial candidate with “an appreciation for the mind and desires of a forward-thinking dude.”

The move by MTV.com comes as sister network MTV 2 looks to capture more of a young male audience with dedicated programming.

However, on the Web, MTV faces a marketplace crowded with dude-targeted media.

Besides digital offshoots of magazines like Maxim, AOL has built a sizable audience with the similarly themed male blog/aggregator Asylum. Meanwhile, Web companies such as Break Media have aggressively targeted young men with a mix of articles and original video.