Tuesday, September 11, 2007
Media Biz A ‘Heavy’ hitter in online video �: "Enter the New York-based offices of Heavy - the digital media company that runs the popular young men’s online video site Heavy.com - and you’d think that the dot-com bust from a few years ago never happened. The two co-founders are wearing jeans. I’m offered Trail Mix while interviewing them. And the offices have not one, but two, arcade games in the lobby (Centipede and the Ms. Pac-Man/Galaga combo if you’re curious). But Heavy is not one of the scores of new Web 2.0 startups that cropped up after the dot-com meltdown and are now preaching that things are different this time around. The company, founded in 1999, survived the Internet bust and is now thriving thanks to a somewhat novel approach that not all online video companies are taking: the company actually is concerned more about selling ads than building a huge audience. “Anyone can start an online video site tomorrow and attract traffic. The tools are there. But you can attract an audience that matters? You need to be able to sell that audience,” said David Carson, one of Heavy’s two co-founders and co-CEOs"