Front, the men's magazine aimed at 18 to 24-year-olds, is to launch
a hosted website on sports network rivals.net next week.
The move is a precursor to the production of a standalone Front site,
according to the magazine's publisher, Simon Maxwell.
'We would need it to be very much self-funding. Rivals is a
cost-effective way of doing it for us for the moment,' he said.
Rivals.net is owned by Chrysalis, which this week announced a merger of
its internet interests with 365 Corporation. Maxwell said he has been
assured this will not affect the deal.
Rivals.net marketing director Chris Reed said the merger would be
'hopefully very positive. Football365 has more users than us but Rivals
has more stickiness and page impressions'.
Users stayed at the site for 37 minutes on average, he added.
Rivals.net, which is a network of sports sites written by fans and
overseen by content director Dan Davies, will carry Front's microsite in
return for promotion in the Cabal Communications title.
The site will be a collection of material from the most recent magazine,
edited for the web by Martin Beckford.
'Rivals have a huge unique user base and their readership is very
similar to ours. This is a fantastic opportunity to get a sample to that
many people,' Maxwell added.
Front had a similar deal with breathe.com before that site went bust,
but Maxwell admitted its effectiveness had proved hard to evaluate.
'With Rivals we have put more in place to measure it better,' he
Rivals does similar microsites for TV channels Bravo and Discovery,
radio station TalkSPORT and football magazine FourFourTwo. The latter
also carries The Score, an A5 magazine round-up of rivals.net editorial.
This arrangment is not part of the Front deal.