Tuesday, April 24th, 2012

A CYNOPSIS MESSAGE FROM POPSUGAR


EVERYTHING WOMEN LOVE, ALL IN ONE PLACE
**** OVER 28 MILLION MONTHLY VISITORS ****

POPSUGAR is a thriving digital, content and commerce media company that is driven by an unparalleled passion for fashion, fitness, celebrity life, shopping, and lifestyle trends.  We deliver current up-to-the-minute editorial and video content that’s culturally relevant to highly engaged, influential women who become a part of a taste making social community.

For more information contact Kristine Shine at [email protected]
sugarinc.com / popsugar.com.


Cynopsis: DIGITAL
04/24/12

Good morning. It’s Tuesday, April 24, 2012, and this is your first early morning digital briefing. If you would like to read this or any other Cynopsis editions online, click here.

The Digital Broadcasting Group (DBG) and PopSugar held their Digital Content NewFront events yesterday. Here are the highlights from each presentation:

DIGITAL BROADCASTING GROUP:

 

  • SPACES: A new channel on YouTube, as part of its original programming initiative, which will launch on May 7. The channel will revolve around “advice-driven programming” on the topic of design.
  • New web series for the SPACES include Your Place is a Dealbreaker (an interior designer helps a couple transform their home into something they both can agree on), Urban Gardener, Offbeat Spaces (a weekly docu-series that spotlights tiny apartments, offices, etc.), and Profiles in Design (a spotlight on influential designers across the globe).
  • DBG is producing other original programming, including The Bartenders NYC, which shines a light on New York’s private party scene through the eyes of those who bartend the events, as well as Expecting, a documentary series in partnership with People.com that – follows three women throughout their pregnancies. DBG says these programs are available for brand integration or sponsorship.
  • CLiP (content library platform): A video player populated with several different content channels that are embedded directly in publishers’ websites (approximately 300). CLiP offers premium ad inventory that is adjacent to curated content that is relevant to a specific audience. At its presentation, DBG showcased its Entertainment, Sports, Men’s Lifestyle, Women’s Lifestyle, Business/Tech, and Travel channels.

POPSUGAR:

A digital commerce, original content, and global media company, PopSugar positions itself as an influential lifestyle brand for women. To that end, the company produces several original web series, live event coverage, and celebrity interviews, as well as other editorial content, devoted to the female audience.

  • 28+ million monthly unique visitors.
  • The company’s live coverage of the Oscars’ red carpet
  • The company operates several different digital content propertiews, with each focusing on a different vertical and each featuring its own original video offering. These include FabSugar (fashion), BellaSugar (beauty), FitSugar (fitness), YumSugar (food), and I’m a Huge Fan (a series that follows a fan as she gets to meet her favorite celebrity).
  • POPSUGAR’s original video content generates nearly 30 million video views per month across all of its distribution platforms.
  • The company is building live broadcast studio sets at their offices in New York, Los Angeles, and San Francisco, with the intention of establishing a live 24/7 network.

~ Q&A ~

Everyday Health, a media company focusing on multiplatform health and wellness content and programming, has announced the team that will run Everyday Health Studios, the company’s video and TV production division. Led by Paul Slavin, GM & SVP/Global Health News and Every Day Health Studios, the unit will also be comprised of Joanna Breen, a former TV producer (20/20) who joins the company in the role of VP/Video and TV Programming, as well as Orlando Reece, who will be VP/Head of Broadcast and Digital Video Sales. Breen will be in charge of a newly announced digital and broadcast news team, which includes former ABC News correspondent Stephanie Sy, former CBS health news journalist Pam Auerbach and Veronica Brooks, as well as Julia Harrison, Stephen Nahorniak, Zoe Stark, and Leslie Steinberg. Everyday Health frames the growth of the Studios team as part of its continued investment in video. It’s planning to create more than 1,500 video titles in 2012, with over 200 hours of original content spanning its YouTube original channel, its weekly show on ABC and other video content across its digital properties. I recently spoke with Paul Slavin regarding Everyday Health’s video strategy:

What was the process of getting in touch with YouTube and participating in the original programming initiative?

It was a pretty straightforward process. The decision was made at Everyday Health that they wanted to participate in the initiative before I joined the company; it was a part of Everyday Health’s larger push toward producing original video content. It was important for us to play in this space. So we put an idea forward, showed Google a sizzle reel. They were impressed and gave us a lot of indications that we would be a serious contender to be included in the program.

Will the content be exclusive to the YouTube channel? Or will Everyday Health look to branch it off in some way down the road?

All of the content for the original channel will live exclusively on YouTube. However, we can and will spin out some of the concepts that are based on the programming that is available on YouTube. For example, we have Recipe Rehab on the YouTube channel. It’s a great title and it is something we can work with and try and spin out separately.

When the YouTube channel was announced, there was a mention of “participatory programming.” Could you go into that further?

For example, we will hold sweepstakes around the country to find people who can participate in our programs. For Dr. Laura Berman’s show, we have searched for people who want her to help them with their relationships. We are inviting people to send us health-conscious recipes. We want to engage the audience, and a great way to do that is to have them participate; it makes them more engaged. People love to be listened to. We will do it in a sophisticated and complete way.

There’s no question that YouTube has a large audience. How do you ensure that they click through to this original content? Even more, how do you ensure they come back?

Everyday Health has a highly engaged and highly loyal audience. We reach 38 million unique visitors every month. We already see a lot of people come back to use our products, on mobile, online and on TV. We are able to use those engaged users and expose them to other great content. For example, to those who enjoy our website properties, we will introduce them to the YouTube channel. And we will listen to them to ensure we’re providing them with great content. “Take a look and let us know what you think.” We will use every platform possible, including straightforward advertising and TV outreach, to reach new and current users.

Looking away from your channel on YouTube or your series on ABC, each of which are tied to those distribution partners, what kind of opportunities are available to advertisers through Everyday Health?

Across all of our platforms, we strive to give advertisers access to a highly engaged audience. We also, where we can, where we have the tools, we like to show advertisers that they get a real strong ROI. They are connecting to consumers via a safe and editorially strong environment. The association with our brand is good for their brand.

Our audience is one that has a high level of specificity. For instance, take a look at MedPage Today. It has 25 very experienced reporters who are reporting on very specific issues intended for doctors and healthcare professionals. In that environment, it is possible for us to help advertisers direct their messages to healthcare professionals in specific fields and geographies.

~ MULTIPLATFORM CONTENT NEWS ~

NimbleTV has unveiled a new subscription-based TV Everywhere platform that it says allows customers to access their subscription TV service via the company’s cloud-based software from anywhere and on any device, with over 10K hours of digital recording space. The service is currently in private beta. “Our model is predicated on the belief that providers and content producers should be paid,” said Anand Subramanian, CEO. Here’s how it works: NimbleTV sets customers up with their own subscription agreements with TV providers that the company supports. Customers make payments directly to the providers with NimbleTV acting as a payment service. NimbleTV offers local and cable channels, depending on which package is selected. No box or equipment needs to be set up. Beta users will have access to a subscription package of 26 channels, with more to be added during the beta period, according to the company. It is expected to cost $20 per month, reports The New York Times, which is largely a set-up and management fee, says NimbleTV.

Travel Channel‘s Destination Summer programming initiative, which features seven new original series that will air on the network over the summer months, will be complemented by additional content on TravelChannel.com. The website will offer an array of summer-themed content such as exclusive road-trip videos, national parks info, hotel and vacation planning tips, polls to determined the best roller coaster in the U.S., as well as content from Travel Channel hosts.

~ DIGITAL ADVERTISING ~

Google Ad has rolled out AdWords for Video, a new set of products, resources, and tools that are similar to Google’s search advertising offering in that businesses only pay for clicks and set budgets with bids. Video ad campaigns can be created and managed from the same platform that helps businesses manage search and display ads. Advertisers will be able to promote the video by keyword to appear in YouTube search results, or set the ad against relevant content. YouTube also says that video ads on the site drive a 20% increase in traffic to the business’ website, and a 5% increase in searches for the business. This new offering will enable businesses to gauge how many viewers watched the entire video, as well as post-viewing actions such as visiting the website or subscribing to the channel. As this offering is designed with small businesses in mind, YouTube is offering $50 million in free AdWords advertising to help 500K businesses get started. If you’re new to the service, you can access a $75 credit by signing up to the service.

Cognitive Match, a provider of Dynamic Creative Optimization (DCO) in display ads and onsite content for advertisers and publishers, has launched two new tools: CreativeMaker and MatchMaker. The tools are intended to provide more creative flexibility as well as the ability to quickly deploy DCO campaigns across any media and on any platform (“in as little as an hour,” says Cognitive Match). CreativeMaker operates as a free plug-in within Adobe Creative Suite, while MatchMaker is a campaign management system that allows marketers to select from established creative layouts or upload custom designs built with CreativeMaker. The cloud-based MatchMaker then enables quick configuration and deployment of the campaign. Cognitive Match says that its solutions are applicable beyond display ads; the same technology can be used to place promotions on brand or publisher sites, to optimize landing pages, products, or content.

~ TECH DEALS, MERGERS & SKIRMISHES ~

Per a new deal, Facebook will pay Microsoft $550 million to obtain ownership of approximately 650 AOL patents, which Microsoft had recently purchased from AOL for $1 billion. In that initial Microsoft/AOL deal, Microsoft had acquired the rights to own or assign about 925 U.S. patents and patent applications, as well as a license to AOL’s remaining patent portfolio. As of this new agreement, Facebook will own some 650 patents and patent applications, plus a license to the AOL patents and applications that Microsoft will purchase or own. Once the deal has been closed, Microsoft will retain ownership of approximately 275 AOL patents, and will have a license to the patents it has sold to Facebook, as well as a license to the 300 patents AOL did not originally sell. Facebook is in the midst of a patent battle with Yahoo! in advance of the social giant’s upcoming IPO.


A CYNOPSIS MESSAGE


 


 

~ TRENDS, RESEARCH, ETC. ~

According to a new forecast from Strategy Analytics, global advertiser spend on mobile media is expected to increase 85.4% from $6.3 billion in 2011 to $11.6 billion in 2012. Strategy Analytics expects the total mobile media economy (which includes advertiser spend, as well as consumer spending on mobile media content, apps, and services) to reach $149.8 billion in revenue this year. The report finds that a key driver of growth is the smartphone apps market. In 2012, the number of download apps worldwide is expected to increase by 38% year-over-year to 32 billion. Strategy Analytics finds that apps have become the second largest category for revenues (for both consumer and advertiser spend), and are becoming a key distribution channel for media on mobile phones. Other interesting findings:

  • Across the U.S. and major Western European markets: Revenue from in-app advertising ($1.7 billion) has overtaken revenue from display ads on the mobile web ($934.5 million).
  • 108 billion videos were watched on mobile phones in 2011; 280 billion will be watched in 2012.
  • However, revenues from mobile video are miniscule (2.3% of total mobile media revenues). “Low revenues are down to many major mobile video services being free to the end user, either funded by advertising or ‘bundled’ without additional cost by pay-TV providers,” explains David MacQueen, Director/Wireless Media Strategies of Strategy Analytics.

InMobi has released its Mobile Insights Report: North American Edition for Q1 2012, based on data from its global ad network. In it the independent mobile ad network finds that iOS’ total share of impressions in Q1 2012 stood at 36.8%, with Android coming in a close second at 34.1%. RIM was a distant third with a 7.3% share of impressions. In terms of individual mobile devices, Apple bested everyone again, with the iPhone capturing a 19.7% share, followed by the iPod at 12.2% and the iPad at 4.9%. RIM’s BlackBerry 8520 (1.9%) and the HTC PC36100 (1.8%) were next. Apple’s dominance can be attributed in part to having introduced the new iPad during Q1. “We will see further disruption if devices such as the much anticipated Amazon smartphone and Google tablet hit the U.S. market this year,” said Anne Frisbie, VP and Managing Director/North America at InMobi. Overall, InMobi’s network in North America grew 18% in the last 90 days.

Research firm Futuresource Consulting has released a report on the expected growth in use of technology within the classroom. Specifically: “By 2015, mobile PC sales will increase three-fold,” says Mike Fisher, Head of B2B. “The notebook has been the main growth device for the last five years, accounting for more than 50% of last year’s market value, with the Americas leading the way in terms of units shipped. However, tablets are coming to the fore… ” Fisher says the U.S. market for tablet sales in the education landscape will grow from 200K in 2011 to 2 million in 2015, with adoption being in part by Apple’s announcement of iBooks 2.

 

~ EXEC MOVES ~

Gannett has tapped Jeremy Gaines to lead corporate communications. As VP/Communications, Gaines will be responsible for leading communications programs for the entire company and will serve as the internal and external communications advisor to the senior management team. He will assume the new position on May 21, and will report to Maryam Banikarim, Gannett’s SVP and CMO. Gaines will be based in McLean, VA.


 

~ WEBSITE OF THE DAY ~

Cinemagram is a free app for the iPhone that can be best described as Instagram for animated gifs. It’s pretty simple. Record a short, two- or three-second video with your iPhone; choose to animate a small region of the frame; apply a vintage filter; and publish/share to Twitter, Tumblr, and/or Facebook. The user interface is very similar to that of Instagram, so if you’re one of the growing number of users on that popular (and rich) photo-sharing app, Cinemagram will be familiar. Snap away.

Later – Sahil
Sahil Patel, Associate Reporter for Cynopsis Digital
04.24.12

Cynopsis Ad Sales:
Mike Farina – VP/Sales and Marketing – 203-218-6480 / [email protected]
Classifieds – Trish Pihonak- 888-702-3858 / [email protected]

To subscribe to any Cynopsis edition(s) click here.
To unsubscribe from this edition, click here.


Cynopsis CLASSIFIEDSFor More classifieds, visit the Cynopsis.com classifieds page here .


JOB OPENING: AFFIL MKTG MGR/Ultimate Fighting Championship/Las Vegas: Mng aff. mktg. partnerships w/digi & new media partners. 5yrs exp affil mktg & exp digital or new media envir. strongly desired. Apply: www.ufc.com/careers (5/1)

JOB OPENING: SR. RESEARCH ANALYST/ESPN/Miami: Provide local ad sales team with the research support to help grow LatAm business, via regular reporting and requests. 3+ yrs exp. pref’d. Send resume to: [email protected] (5/1)

JOB OPENING: MKT DIRECTOR/NYC: Lead ad sales & aff. sales mkt/promo efforts. Generate & execute brand part. ideas. Min. 10 yrs. mkt/sales/promo exp in cable/TV. Strong leader. Some travel. Send resume: [email protected] (5/1)

JOB OPENING: DIR RECRUITMENT RESRCH/NBCU/NYC: 6+yrs Sourcing exp., 2yrs Mgmt exp, Direct exp w/Exec-levels, Social media/Boolean/Name Gen/Talent Mapping, Ind. Knwldg A+ Apply: www.nbcunicareers.com Job# 5299BR, EOE/M/F/D/AAP (5/1)

JOB OPENING: SALES ASSISTANT/Crown Media/ New York City: Work with AE & Planners to service and maintain agencies and clients on daily basis. More info & apply: http://www.hallmarkchannel.com/jobs (4/28)

 JOB OPENING: MGR, ADVNC’D PLATFORM ASSET PROD/AMCN/NYC: Mnge production/delivery of assets associated w/prog on Adv Platforms: DSTB OnDemand, IPTV, EST, TV Everywhere, Social Media,etc. Apply at http://tinyurl.com/c9m33x9 (4/28)

JOB OPENING: DIR OF COMM/Universal Sports/West Lake Village CA: Generate awareness of the network. 6-8yrs PR/Media Rel exp. Exc PR, comm, writing skills & social media skills. Res: [email protected] (4/28)

JOB OPENING: DIR LEGAL AFFAIRS/SCRIPPS/TN: Provide legal counsel for prgrmng, neg.agreements across SNI brands. Intellectual property matters, mainly copyright & trademark exp a must. Apply: http://www.scrippsnetworks.com Req. 2953 (4/27)

JOB OPENING: DIR, NEWS & LOCAL PRGRMNG/So. Cali: Mng news/prog content. Responsible for overall plan’g, dvlpmnt & prod for news/prog. News/TV mgmt exp. + 5-10 yr exp.  industry req. www.timewarnercable.com/careers #134478BR (4/27)

JOB OPENING: ACCOUNT DIR/GSTV/NEW YORK: Largest nat’l away from home TV network at the pump seeks an account director with strong exp in media sales. Apply at: http://gstv.iapplicants.com/ViewJob-289691.html (4/27)

JOB OPENING: RESEARCH EDITOR AD STANDARDS/NBCUniversal/NY: Will focus on prescription/OTC drug ads for broadcast. 2 yrs exp with clinical and consumer related research. Apply at: www.nbcunicareers.com Job#5369BR (4/27)

JOB OPENING: PROJ MGR RSRCH/ATL: Mng rsch proj to support Ent prgmng for TBS. BA/BS deg. 5+yrs mktg/media rsrch exp req’d. Prof in basic statistics/analysis, Nielsen media rsrch suite of software. Res & C/L: [email protected] (4/27)

JOB OPENING: MGR NBC SPORTS NETWORKS SALES PLANNER/NYC: Work across NBC Sports Ntwrk sales teams to oversee inv yield mngmnt, sales plan review, pre/post sales analysis. More info: www.nbcunicareers.com 5159BR (4/27)

JOB OPENING: RSRCH ANALYST/CBS Television Distribution/NYC: CTD barter prgrmng using Nielsen NPower, Galaxy Explorer and Market Breaks as well as WRAP sweep. BA Deg pref’d.  [email protected]  Apply: www.cbscareers.com (4/27)

JOB OPENING: SALES PLANNER/DIRECTV/NYC: Client acct mngmnt & sales support including dvlpng sales proposals, planning costs, buy/sales reports, billing, scheduling & inventory QC. Req’d 2 yrs exp. Resume to: directv.com, http://DIRECTV.taleo.net/careersection/2/jobdetail.ftl?lang=en&job=1200448&src=JB-10292 (4/27)

JOB OPENING: NATIONAL TV BUYING DIRECTOR/Boston: 7-10 years exp w/major agency, Network, Cable and wide range of new media options a plus, relo package avail, Send resume to [email protected] (4/26)

JOB OPENING: CFO/LEFTFIELD PICTURES/NYC: oversee all financial aspects of the business, raise money & ensure that it is used wisely. Info: http://www.leftfieldpictures.com/cfo-posting/ Resumes to: [email protected] (4/26)

JOB OPENING: CREATIVE DIR/Lifetime/NY: Create & execute high level mktg campaigns for Lifetime’s key initiatives. 5+ yrs on-air promo exp + 3+ yrs campaign launch exp. Apply: www.aenetworks.com/careers.html (4/26)

JOB OPENING: VP STRATEGY & CONS MKTG/Lifetime/NY: Manage cons mktg activities & direct mktg strategies across all Lifetime brands. 10+ yrs media, promo, mktg or adv exp within ent industry. Apply: www.aenetworks.com/careers.html (4/26)

JOB OPENING: PR DIRECTOR/TNT-TBS/ATL: develop strategic, creative publicity campaigns for TNT & TBS original programming. 7+ years television publicity experience; Req #130698BR http://www.turner.com/#/careers/job-details/130698BR (4/26)

JOB OPENING: SALES PLANNER/CBS Television Distribution/NY: National TV Sales Org. seeks energetic organized individual to join our company. Direct contact w/sales team and agencies. Contact [email protected] (4/26)

JOB OPENING: FREELANCE WRITER LIVE TV Writer (LA or NY): w/ passion for video game ind. Resp for talent wraps & breaking news. Must have exp writing for LIVE TV, working w/talent & teleprompter. 2+ yrs exp, apply: [email protected] (4/25)

JOB OPENING: ACCT EXEC, HEALTHSOLUTIONS/CBS TV STATIONS/NY: Create/pitch multi-mkt integ sales mktg solutions, neg budget, rate, rtgs & share. 7+yrs TV sales exp, health cat exp a must. www.cbscorporation.com/careers (ID 10927BR) (4/25)

JOB OPENING: DIR, PRODUCTION & CREATIVE SERVICE/NBC/Universal City: Please visit www.nbcunicareers.com for more info. Job # 4497BR (4/25)

JOB OPENING: COORDINATOR, INTEGRATED/truTV.com/NYC: Execution of integrated advertiser marketing solutions across all platforms. 3-4 years, understanding of digital ad sales. Freelance. Email resume to: [email protected] (4/25)

JOB OPENING: SPONSORSHIP TV SALES ACCOUNT MGR/National Talk show-PBS/NYC: 5+yrs TV AD sales & sponsorship. Excellent record in originating and closing. 360 sales exp. a +. Resume must detail success/apply: [email protected] (4/25)

JOB OPENING: SR PUBLICIST/Current TV/LA: Asst in dvlpmnt, prod & dissemination of comm materials to help support PR campaign. 2 yrs exp in consumer or business-oriented PR envir.  More info/apply: http://current.com/jobs.htm (4/25)

INTERNSHIPS – These positions are for credit only – nobody gets paid here. These ads are always posted for free, and students work for school credit only. For more information on the specs for posting an Internship ad, email Trish at [email protected].

SUMMER INTERNSHIP CREDITS ONLY: LUDORUM/NYC: Seeking collage intern with marketing or licensing experience to assist in day to day team activities.  Detail oriented and excellent communication skills a must. To apply email [email protected] (4/26)

SITUATION WANTED ADS, POSTED BY THOSE LOOKING TO BE HIRED… There is no charge for placing your Situation Wanted ad… for more information contact Trish Pihonak at [email protected].

SITUATION WANTED: Jeanne Intile Burns, VOICE-OVER ARTIST/VOICE COACH, Cell: 845-721-9681, E-Mail: [email protected], Web Links: www.castingnetworks.com/jburns, http://jburns.voices.com, www.allegro-music.com (“American Biographies”) (5/1)

SITUATION WANTED: DVLPMNT PRDCR/LA BASED: Non-Scripted. ABC; CBS; NBC; A&E; Bravo; Current; Dis; E!; Fox 21; Hist; LoGo; MTV; Spike; TLC; VH1; Travel; solid prod.co/agency/ntwrk/relationships, runs on batteries! [email protected] (4/25)

E-mail [email protected] or call Trish Pihonak at 888.702.3858 for rates and specs for Job Openings.

Are you looking for a job? Post your Situation Wanted Ad here — Email [email protected] for specs.

Cynopsis Media, a division of Access Intelligence
65 Lantern Road
Stratford, CT 06614
Ph: 888.702.3858
Fx: 203.386.8855

Copyright Cynopsis 2012

All outgoing e-mails are scanned and sent out virus free. Copyright Cynopsis 2012

To unsubscribe from just this Cynopsis Digital email, please click here.

 

Related Stories

Cynopsis 03/28/24: GroupM doubles commitment to women’s sports

GroupM doubles commitment to women's sports

Thursday March 28, 2024 Today’s Premieres Hulu: We Were the Lucky Ones Netflix: Bad Dinosaurs; Ronja the Robber’s Daughter Prime Video: The Baxters; Hope on the Street Today’s Finale A&E: Taking the Stand at 9p IN THE NEWS FOX Entertainment CEO Rob Wade is restructuring the company’s creative and business operations into three primary business […]

Cynopsis Esports 3/28/24: Riot shifts League esports strategy; Mid-major developers reign; Sentinels win big in Madrid

Thursday March 28, 2024 Good morning! It’s Thursday and this is your early morning Esports and Gaming brief. League of Legends developer Riot Games is shifting its esports strategy to better support its franchise teams, including a minimum revenue share guarantees and opening up additional sponsorship categories for esports organizations. The changes, Riot President of […]

03/27/24: Cynopsis Jobs

jobs5

GENERAL MANAGER PAC-12 ENTERPRISES SAN RAMON, CA (HYBRID) The General Manager is a strategic entrepreneurial leader w/in-depth insight into the evolving media marketplace. You will have a unique combination of executive mgmt, bus dev, and production ops leadership exp; with a proven track record of developing, executing, and maximizing lucrative opportunities for production/media content organizations. […]

Cynopsis 03/27/24: MGM+ orders “Earth Abides”

MGM+ orders "Earth Abides"

A CYNOPSIS MESSAGE FROM FAMILY ENTERTAINMENT TV Family Entertainment TV & Family Movie Classics The Family networks run by a real family, serving families • Low duplication with other nets • • Brand-Safe Environment • • Delivering in flight • Click here to schedule an FETV upfront presentation with us Wednesday March […]

Cynopsis 03/26/24: Keith Urban headed to “The Voice”

Keith Urban headed to "The Voice"

Tuesday March 26, 2024 Today’s Premieres MhZ Choice: The King PBS: The Invisible Shield at 10p Today’s Finale NBC: Night Court at 8p; Extended Family at 8:30p IN THE NEWS CBS is sticking with the Golden Globes. The net signed a five-year deal with Dick Clark Productions for the show, which will air next in […]

CynCity

Cynsiders