So, another ‘culture site/blog’ that is attempting to become the centre of cool. Some interesting tidbits up here but the question is, particularly on the streets of Melbourne, is not the paradox that the more adverts you plug in from the same old household brands the more uncool you become? At first glance, these guys have certainly been successful at getting advertisers on board – and much of the content seems to review other material easily accessible on the web thus keeping costs down – but how is ROI measured for those advertisers? How is engagement as opposed to clicks turning into new customers?

I reckon we’ll see the more subbranding of products by major brands in future. Branding will be completely distinct from the parent, and it will target a specific consumer defined by his/her subculture. Then these sites may survive as they channel comms from seemingly indpendent brands.
image credit : Simon Kelk