Another One Bites The Dust: Turner Folds Comedy Site SuperDeluxe Into AdultSwim.com
Wednesday, May 7, 2008; 5:07 PM
Yet another comedy site fails to deliver its overpromise ... paidContent has learned that Turner told staff today it is folding SuperDeluxe.com into AdultSwim.com, and laying off much of the SuperDeluxe team. From the internal memo by Paul Condolora: "Our management of the Turner Animation, Young Adults & Kids brands requires us to always look for efficient, strategic ways to grow them. In Super Deluxe.com and Adult Swim.com, we have businesses whose potential for individual growth is limited by their increasingly complementary content. Rather than position them as competitors for the same audience, the smarter move is to consolidate the two brands to create a richer, stronger platform that builds on Adult Swim's number-one position with young adults." Candolora described Super Deluxe as "a business with a loyal audience and critical following." Super Deluxe launched in 2007 as an edgy, multiplatform brand aimed at men 18-24.
We heard this was on the way last night but repeated efforts to confirm with Turner were unsuccessful.
More to come.