How bringing in the "grownups" killed Heavy.com
Nicholas Carlson · 09/12/08 09:00AMThe boom in online ad networks, those automated brokers of discount banners patronized by websites desperate for quick cash, is at long last turning to bust. And the shakeout couldn't have started with a more deserving company. Amid lawsuits and layoffs, Heavy.com has seen two-thirds of its once-15-strong salesforce leave, a source familiar with the company tells us. Meanwhile, the company is trying to sell its Heavy.com, a video destination targeted at young men, so far without success. The plan is to focus on its porn-friendly Husky ad network. Who's to blame? Recently hired "grownups," says our source.Heavy has never been a particularly reputable company. It used to inflate its traffic with popup ads. Yet it still managed to raise $20 million in venture capital in January 2007. By last fall, investors began to clamor for more revenue. The startup's management then brought in what our source calls "C-level grownups." The hires included CMO Eric Hadley from Microsoft; CTO Scott Penberthy from Photobucket; CFO Todd Sloan from Nielsen; and VP Richard Rocca, who spent a few months at shady ad network Glam Media after leaving the equally unsavory ad startup Gorilla Nation. That crew now runs the company, "but the problem is there's not going to be anybody to run it with them," says our source, who calls the new leaders "ineffective."