Posts Tagged ‘teen


As reported on one of the blogs

CondeNet is remaking its teen-focused community site into an app that will live on other social nets. The first to get the new Flip app is Facebook, with others to follow, CondeNet announced a few minutes ago. The company will continue to operate Flip’s website. However, moving forward, Flip’s continued development and marketing focus will involve social net apps only, as CondeNet tries to find a way to build its audience from its current 300,000 users. The Flip app will be ready by the end of this month.

Update: Flip debuted last February. Aimed at teen girls, the site’s main proposition was that it gave its users control. Flip members were able to design and post “flipbooks” containing text, images, audio and video for channels related to art, celebrities, travel, sports, friends, romance, school and careers. I spoke this afternoon with Sarah Chubb, president of CondéNet, about the reasons behind change: — Flip gets flipped: Since launching last year, a number of changes have occurred in the social net space. One of the bigger ones was the growth of Facebook, thanks in large part to its decision to open itself up to independent developers. With most of Flip’s users on Facebook, which has about 58 million members, CondeNet realized that Flip would never get that kind of traction. But as an application, it could easily tap into Facebook’s success. Chubb: “Flip’s demographic is perfectly aligned with FacebookWe’ve made 300,000 girls incredibly happy, but there’s millions of them on Facebook. And we know they’re interested the same kinds of tools that are available there. It would be a whole lot harder to build from 300,000 to the serious numbers like 1 or 2 million, which is the sweet spot for us. So this seemed like the best way to go.”

Why Facebook?: As one of the FacebookAds 12 launch partners, CondeNet has generally been pleased with results of the three-month old program. And so, when it was decided that Flip would have value for advertisers and for its users as an app, it started with Facebook. While Flip is starting there, it will be available on other social nets, though there are no plans for any extensions yet. The timing seems right: at the same time the Flip app goes live, Google’s (NSDQ: GOOG) OpenSocial, MySpace and the other community sites that have formed Google OpenSocial platform, which is expected to go live by the end of this month.

No layoffs: As the resources shift from Flip’s website to the app, Chubb said some staffers may be reassigned, but there will be no job cuts as a result. “We have a lot going on this year and we’ll need the people who helped build Flip for other projects.”


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