Last night at the paidContent mixer in Manhattan, I caught up with Eric Hadley, CMO of the Heavy.com, the successful New York-based online video site for guys 18-35.  Hadley is a longtime senior Microsoft executive who joined the company last year.

Yesterday the company announced plans to build out its video services division called Husky as a separate operating unit.  Husky is  a video monetization player  As Hadley describes it, publishers can use Husky to ‘wrap" advertising around exiting players. These ads come from various ad networks.

Emily Steel of the Wall Street Journal had big story in yesterday’s paper about how Husky will be integrated into CBS online programming, the first being Burly Sports, a show produced by Heavy.

Eric said that Heavy.com is doing really well.  The big hit is the cross-dressing spoof of Sex in the City, called ‘Flex in the City."  It’s really funny.

Update:  Rafat Ali at paidContent reports that the spinoff of Husky will result in laying off 20 percent of the staff of Heavy.

— Andy Plesser

Uncategorized