Ashley Norris, co-founder of Shiny Media - probably the UK’s best attempt so far at creating a blog-centric consumer media company - is leaving the outfit to pursue other interests.

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“I decided to leave several months ago largely because I had my own startup idea which didn’t really fit with Shiny,” Norris told me. “I had also been involved with the company in its various guises for five years – four of which at the helm – so that seemed long enough. I have other things on the go. I am working on a startup in the online video arena, am doing some consultancy – mainly for (sister PR agency) Shiny Red – and have spare time to work with some other startups. I am still a significant shareholder in the company and on the board.”

Started in 2004 by Norris and two fellow technology journalism freelancers, Shiny is best known for its Shiny Shiny (girly gadgets), Tech Digest (technology) and Shoewawa (footwear) blogs; it sold half the company for $4.5 million last year to new VC Brightstation. Norris told me he later relinquished the CEO role to become strategy director.

MessyMedia, a similar startup, closed last month citing lack of advertisers and writing talent. Norris told me Shiny is “in rude health”, claiming four million monthly readers. But he says a “lack of a content-friendly VC ecosystem, fierce opposition from existing media and the huge online presence of the BBC” make it hard for independent UK content startups to gain traction.

(Photo: Library House)