To oversee the site’s new direction, Escom has hired Del Anthony as its CEO/President. Anthony formerly served as chief operating officer of Video Secrets.
Under Escom’s ownership, Playboy has managed the site’s content, but with the hire of Anthony all the site’s operations, including a new affiliate program, will be brought in-house beginning April 1.
Escom plans to give Sex.com a major facelift in the coming months, Anthony told XBIZ. The site will depart from its current form as a banner farm to a “more refined, mainstream, adult-friendly, user-powered portal and social network.”
The new Sex.com site will be Web 2.0-powered, and will offer videos, photos, shopping, sex news, community, survey statistics and more.
“Our goal is to turn the domain into what it should be — a world class destination and online society for all things adult; expect a complete metamorphosis,” Anthony said. “We are going to build the site into an enormously powerful brand. Sex.com will appeal to a much broader market segment, with more focus on women users, and shake loose the negative stigma associated with adult sites.”
Anthony said that Sex.com has inked high-profile partnerships with content partners that will be announced April 1, adding that while Sex.com always will be an adult site, its new push will be to bridge the gap to mainstream and make it more women and couples friendly.
The company is looking for more companies to partner with that have products with mass appeal. Sex.com is offering white label opportunities, and interested companies are encouraged to call Anthony.
“The site will be refreshing, lively and unconventional,” Anthony said. “We are going to completely redo our image to be unique, informed, lifestyle driven and socially networked. These are just some of the concepts visitors will associate with the site in the future. This new positioning will help us expand the brand way beyond merely driving Internet traffic to the world’s best domain.”
In order to invigorate its total overhaul, Sex.com is looking for experienced adult industry professionals to fill numerous roles including an affiliate manager and marketing director. Anthony said that the company’s hired a mainstream branding firm to expand the reach of the Sex.com name.
Anthony can be reached at del@sinergy.com.