Advertising Week Briefing: Publishers pitch their methods for growing and engaging audiences to marketers
Publishing execs representing media companies from The Sun to Betches Media touted their ability to grow and engage audiences to marketers at Advertising Week, focusing their pitches and panel sessions on their strategies to reach niche audiences.
Their spiels come at a time when it’s arguably harder than ever to attract eyeballs to content, from Facebook’s move away from publishers’ content to larger news organizations’ struggles to convert readers into subscribers.
Among those pitches was a new portfolio from UK-based company LBG Media (which owns Ladbible), which announced that it acquired millennial-women focused, profitable company Betches Media for an initial cash offer of $24 million, with up to an additional $30 million subject to Betches achieving “certain revenue and profitability targets to 2026,” according to a statement shared by a company spokesperson. Betches will remain a standalone business, but will work with LBG’s existing U.S. team to develop direct partnerships across both companies’ brands and audiences.
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Source:: Digiday
