Mode Media

# Mode Media: A Digital Lifestyle Media Company

High-Level Overview

Mode Media is a digital lifestyle media company, not primarily a technology company, though it operates technology platforms[1]. Founded in 2004 in Silicon Valley, Mode Media built a suite of websites across 20 lifestyle categories where user-generated content is reviewed by professional editors before publication[1]. The company operates channels including Glam (women's style, fashion, beauty), Brash (men's lifestyle), Bliss (health & wellness), Tend (parenting), and Foodie (food and restaurants)[1].

At its peak, Mode Media achieved significant scale: it became the #1 women's web property in the US by 2007 and reached a $1 billion valuation in 2013 as it prepared for an IPO[1]. By 2015, the company had grown to over $100 million in revenue, primarily from native content, branded video, and digital advertising to large brands[1]. The company's core mission centered on the idea that people are the curators of content, pioneering the popularization of "curation" as a content filtering mechanism in the social web[1].

Origin Story

Mode Media emerged from a simple but powerful concept: democratizing content curation while maintaining editorial quality[1]. The company was founded in 2004 in Silicon Valley and initially operated under the name "Project Y" before becoming known as Glam Media[1]. A pivotal moment came in September 2007 when Mode Media launched "Glam Curator," its first discovery product, which helped popularize the term "curation" as a new way of filtering content in the social web[1].

The company expanded through strategic acquisitions. In January 2009, Mode acquired Personiva Inc., which led to the creation of Glam India as a 100% subsidiary[1]. In September 2011, Mode acquired Ning, a social media platform that allowed users to create custom social networks[1]. The company was rebranded from Glam Media to Mode Media in 2014[1].

Core Differentiators

• Content curation model: User-generated content filtered through professional editorial review, distinguishing it from purely algorithmic or purely professional-created platforms[1]

• Multi-category lifestyle focus: Operated across 20 lifestyle categories rather than concentrating on a single vertical, allowing for diversified audience reach[1]

• Vertical integration: Developed proprietary technology including Glam Adapt (an ad-serving engine) and later Mode Video streaming platform[1]

• Original content production: Launched Mode Studios in 2014 to create original video series, branded entertainment, and digital films across multiple US locations[1]

• Native advertising expertise: Built significant revenue ($100+ million by 2015) through native content and branded video solutions for major brands[1]

Role in the Broader Tech Landscape

Mode Media rode the wave of user-generated content and social media expansion in the mid-2000s, emerging as a leader in the lifestyle media space when digital advertising was rapidly shifting from traditional to online channels. The company's emphasis on content curation anticipated broader industry trends toward personalization and algorithmic filtering that would dominate platforms like Pinterest, Instagram, and later TikTok.

The timing was critical: Mode Media scaled during the explosive growth of digital advertising budgets and the rise of influencer and lifestyle content as marketing channels. By positioning itself as a bridge between user creators and brand advertisers, Mode Media captured value in an emerging ecosystem. The company's acquisition of Ning and development of proprietary ad-serving technology reflected an understanding that infrastructure and platform control would be essential to long-term competitive advantage.

Quick Take & Future Outlook

Mode Media's trajectory illustrates both the promise and peril of the digital media landscape. Despite achieving a $1 billion valuation and $100+ million in revenue, the company faced significant challenges: by 2015, it had over $100 million in expenses, indicating profitability pressures[1]. The company's evolution from a women's lifestyle platform to a diversified multi-category publisher reflected market realities but also suggested difficulty in maintaining a focused competitive advantage.

The broader shift toward algorithmic feeds, social commerce, and platform consolidation (Facebook, Instagram, TikTok) created headwinds for independent lifestyle media networks. Mode Media's model of professional curation in a user-generated content space became increasingly difficult to monetize as advertising dollars concentrated on platforms with superior targeting and scale. The company's investments in original video and streaming platforms showed ambition but also the capital intensity required to compete in evolving media categories.