Official Pirates: How to make lewd, lazy lads pay

[Kristijntje]

It is rare that the media manages to come up with an entirely new niche. But Time Inc, the world's largest magazine company, is attempting to do precisely that. Later this month, it will launch Office Pirates, a website aimed at young men who are mucking about online while they are supposed to be working. As niches go, it is not small.

The site, we are told will be a "daily blend of funny videos, strange news and downloads". It is being aimed at men between 21 and 34 and will be run by the former editor of Maxim in the United States, Mark Golin; Maxim being the monthly that introduced "birds and beer" to American men's magazines. Other detail is scant but a Time spokeswoman said a recent article describing the Office Pirates jokes as "salty" and tapping into "Wall Street's bawdy and frat-boy humour" was pretty accurate.

...the launch of the site raises at least two questions. First, has the internet become so diverting for bored office workers that the website will become prime real estate for advertisers? Second, will it encourage already testosterone-fuelled workplaces to become even more hostile places for women?

full article: http://technology.guardian.co.uk/news/st...73,00.html