France's Blogging Phenom Goes Global - by Dan Carlin
It started as a lark four years ago. French rap radio station Skyrock, operated by Paris-based media group Orbus, launched a free blogging service to give listeners a way to talk back and get to know each other. The response was beyond management's wildest expectations: Skyblog now attracts a remarkable 85 million page views a month, putting it fourth among all Web sites in France and No. 1 in the coveted 15- to 24-year-old age range, according to researcher comScore.
Skyblog isn't just about mouthing off, either. The hip-hop flavored site has become a major moneymaker for Orbus, pulling in profit margins of 20% to 25% on $6.4 million in advertising revenues last year, the company says. This year, Orbus—which is 70% owned by AXA Private Equity (AXA)—figures online revenues will double, and by 2008, they should equal or exceed those generated by the radio station. For Skyblog click here
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