VentureBeat

Glam Media, the fast-growing women’s content and ad network, launched its GlamLiving channel today, focused on home and design, and boasted that it has more than twice the reach of Martha Stewart’s recently announced vertical network, Martha’s Circle.

GlamLiving has 3.5 million unique readers per month, compared to Martha’s Circle’s 1.5 million, according to Glam. Glam Chief Executive Samir Arora said that some of Martha’s publishers have been defecting to Glam — he cited Apartment Therapy as an example. Glam’s executives argue Glam offers a better advertising technology than other sites (see our story here about this). Martha’s Circle relies on a third-party advertising company called Adify, and Martha Stewart has reportedly spent more than $100 million on its internet strategy.

GlamLiving consists of more than 25 new web sites, including 1st Dibs, 101Cookbooks, Apartment Therapy, BedandBreakfast.com, Danispies.com, Cookthink, EcoFabulous, HostessWithTheMostess, Low Impact Living and The Food Channel.

Glam says it has 29 million unique viewers per month in the U.S, and 44 million worldwide. It is now ranked as the 18th most trafficked site, according to Comscore Media Metrix, up from No. 28 in January. Glam’s media network now features six separate channels: Style, Fashion, Beauty and Shopping, Living, Entertainment and Wellness.

The controversy around Glam is well documented. Critics point out Glam is largely an advertising network, that it doesn’t own the publisher’s sites, leaving it vulnerable to defection if Glam doesn’t continue to offer a better advertising deal.