|- Brian Morrissey
NEW YORK Young-male destination Heavy.com is going offline. The Web site is launching a terrestrial radio program in a bid for expanded reach.
Sumosonic is a retooled show from one offered by Heavy online. The new version is hosted by Guns n' Roses guitarist Richard Fortus, and features interviews and tracks from new artists.
Heavy is making the show available on its Web site, which draws 1.9 million U.S. visitors in July, according to Nielsen Online. It has also struck a deal with radio programming distributor Team Clermont that will enable the show to reach millions more by airing on 900 college and independent radio stations.
"It's great reach," said Simon Assad, co-CEO of Heavy. "It's nice for us as a digital brand to go into the offline space. It's the right target market. It felt like a good idea for us."
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