Heavy.com: Site for guys

You know a Web site's a phenomenon when the New York Times publishes a profile of the site and nothing but the site. In this case that would be Heavy.com. The site is heavy on the ads, targets males in their late teens/early 20s, and "mixes animation, music, video games, grainy home movies of oddball characters, supermodels in bikinis and pop culture parodies" in a fast-paced, sensory-overload sort of way. Like many Web 2.0 sites, it's lowering its targeted age. "This year Heavy will increase its production of original programming tenfold, to 600 segments. It will spin off one of its popular channels, 'Teriyaki Strips,' which features animation with an Asian theme, into a separate site aimed at teenage boys." Some ads test on the site, then move to television. The site "commissions amateur videomakers to create short videos featuring the masked king character who now appears in Burger King's TV commercials." But they have to be made less risque for TV. Virgin, Unilever, Verizon, and NBC Universal are among other advertisers.