Tripod Gets $US10 Million Boost
Summary
By retrofitting content around demographic research, info resource Tripod had amassed a large community of twenty-somethings. The deal, with funds from Interpublic, Rho Management, Cowen & Company investment bank, and New Enterprises Associations, adds to the growing catalog of traditional ad agencies on the hunt for the young adult market. "[Interpublic] is trying to access the people who are pioneering the ad model on the Net," says 26-year-old Tripod CEO Bo Peabody. Less a content provider than information resource, Tripod has proven a successful high-traffic site on the Web, says Peabody. Tripods growth may stem directly the fact that the major brands - like Seventeen, Ms. magazine, or Detail - in the young-adult demographic market have yet to join in the fray.