ADOTAS – AOL is unleashing its popular, sexed-up men’s lifestyle site, Asylum, in Australia, India, Italy and the U.K. Asylum will land in other countries in 2008, as part of AOL’s global expansion push.
Asylum was launched in December in the U.S., and according to comScore, it’s going gangbusters: it’s already the Web’s most-visited men’s lifestyle site, with almost 3 million unique visitors state-side in April (about 40% of the traffic comes from outside the AOL network).
“Based on the successful launch of Asylum in the U.S., we are actively growing this brand internationally,” said Asylum managing director Jared Willig, in a statement. “We’re confident that Asylum’s unique editorial voice, which provides an irreverent look at all things that matter to guys, will resonate with a world wide audience.”
Asylum will tailor each site for every country. In the U.S., some of the most popular features include: Happy Hour Hero — Weird news and facts to impress your friends at the bar; Cheat Sheet — Daily wrap of celebrity and sports headlines men need to know; Today’s Crush — Who we’re in love with today… and Secrets from the Other Side — stuff you didn’t know about women, but should.
Each international site has an editorial team based in the territory that creates local content as well as syndicates content from the U.S. and the other Asylum sites, the company said. In addition, standard and customized local advertising packages are available.