One might be tempted to call it SnobSpace, or maybe CrassBook, but
investors Hearst Interactive Media, Trident Capital and TL Ventures
believe there is a rich and expanding market for social
media targeting rich people. To that end, the firms have put $9 million into
a Series A
round
for Spire.com, a Web site that offers edited material and
member-generated content aimed at users with annual incomes of $250,000
or more.
The first institutional money in the startup goes toward buying
Suzanne's Files, a similarly inspired London startup that already
has a membership base of 55,000 wealthy users. Spire will incorporate
the 15-year-old site into its own, maintaining it under the distinct
S-Files brand while leveraging its user base and content. The
acquisition of Suzanne's files, and particularly of the "cultivated
expertise" of founder Suzanne Aaronson as curator, will give Spire a
unique advantage in building a base of affluent users by appealing to
their interests, according to a statement by Spire CEO Janet Kraus.
Spire features user commentaries geared to an affluent clientele, such as a recent
post
by a member detailing how she had largely ignored the "Green Living"
trend until one of her dogs got cancer, inspiring her to reflect on
harmful substances in the environment and to seek out all natural
products for her pampered pets.
Hearst Interactive president Kennthe Bronfin noted in announcing the
investment that the deal followed the company's demographic focus in
traditional media and that Spire represented a natural evolution
online.
-- Clifford Carlsen
See July 8 statement on Series A funding from Spire
See member post from Spire.com
For more see
Editechial and
BridalBarBlog
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