First, Time Inc. EIC John Huey outed a “vulgar” website in the works during an interview with Kurt Andersen; now the “stealth” project is the subject of a WSJ story.
– The site, aimed at young men, is called “Office Pirates” and hopes to recreate that fabled male locker-room atmosphere of Wall Street — ie vulgar and sexist.
– It’s being produced by former Maxim editor Mark Golin
according to the Journal, “details are scarce because in the online world, building buzz through traditional marketing is not only ineffective, but it could also scuttle the word-of-mouth appeal.”
– Time Inc.’s ad plans center on a stable of exclusive sponsors– a la Mobile ESPN; DaimlerChrysler AG’s Dodge is the exclusive automotive sponsor. SI’s ad team is handling the sales.
– The Journal tries to pitch it as a battle between Time Inc.’s interactive division and the magazines, citing an unidentified source as saying success would be a coup. Well, yes, it would but the real coup would be a successful multi-platform strategy across Time Inc. Period. “Us” or “them” doesn’t cut it these days, as the savviest folks at the company well know.
Related: Vulgar Online-Only Project En Route From Time Inc.