Indiatimes* has launched a blog that focuses on men’s lifestyle, This is part of the company’s plan to run a bouquet of niche, vertical blogs. The rollout is taking longer than anticipated though. Other offerings from the Indiatimes stable include health blog HealthMeUp, Technoholik, a tech blog, and luxury blog Luxpresso, apart from content portals like iDiva and ZigWheels.

The blog is divided into predictable sections targeting men – Babes, machines, Sports, Lifestyle tips featuring humor, opinion polls, recipes, style tips and how-to guides. It offers liberal doses of slideshows, videos and picture galleries, since visual appeal is critical for a lifestyle blog. As is customary to any content property targeted at men, the blog also features risque stuff like “Five Places To Smoke Weed” and “Strip Club Etiquette”.

We just don’t understand the logic behind launching a men’s lifestyle blog with no differentiation in content – there is some, but frankly, hardly any Indian content, or uniquely Indian. Why would someone prefer GuyLife over online content properties from renowned names like Maxim, GQ and FHM, when it does not offer anything extra-ordinarily different? Perhaps it can take a cue from GQIndia, which launched its online portal, last year.

*Disclosure: Indiatimes is an advertiser with MediaNama

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