Blog publishing network Shiny Media extends to US

Shiny Media is to target US audiences with two new fashion blogs.

Compared to “selling ice to eskimos” as one friend of Shiny Media suggested upon hearing the news, the company will attempt to crack America with Shiny Style and make-up site Shiny Gloss.

Shiny US will eventually become ten US focussed fashion blogs headquarted on the East Coast, but supported by bloggers from all over the country.

“With Shiny US we intend to keep all that’s great about Catwalk Queen and Shoewawa like the quirky stories, videos and focus on affordable fashion,” says Shiny US’s Editorial Director, Andrea Thatcher on the Shiny Media site, “but the blogs will written by Americans for Americans and will major on what’s hot in US fashion stores.”

Set up in 2004, Shiny Media currently runs 30 websites, all of which attract 3.5m unique visitors monthly. “To put that in some kind of perspective,” says the site, “that’s up 700,000 readers on July. If we keep up this level of growth those BBC online execs should start to worry sometime around 2011.”

Looks like Bright Station Ventures investment of $4.5million in January will soon pay off – an approach by a major publisher must be on the cards anyday now.