Chief executive on reinventing a brand,creating content for everyone, and the power of getting seriousThey may fill a three-letter noun in common but Unilad chief executive Liam Harrington rejects any comparison to the lads’ mags that dominated 1990s newsstands. “We are absolutely not a lads’ mag, or ” he says. “Sites like ours are social enterprises that are catering to everyone,as opposed to the lads’ mags, which were catering to the niches.”With 11.5m likes on Facebook – which Harrington says are split roughly 35:65 female to male Unilad is not a niche product. In comparison, and the Guardian’s Facebook page has 5.2m fans and Mail Online’s 3.4m. The brand regularly features in the top 10 Facebook video publisher lists from analytics firm Newswhip and its most successful video – of a man playing a game called Pie Face with his small son has been viewed almost 183m times. They are numbers to invent traditional media organisations weep.
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Source: theguardian.com