Immediate Media has announced the proposed acquisition of Future Publishing’s sport and craft portfolios. On completion, more than 20 magazines and 4.7 million monthly unique users will be added to Immediate Media’s growing digital portfolio.
Future’s Sport portfolio is predominantly cycling focused and includes magazines such as Cycling Plus, Procycling and Mountain Biking UK. Their digital platforms include the likes of BikeRadar.com and Cyclingnews.com. Future’s Craft magazine portfolio includes the likes of Love Patchwork & Quilting, Simply Knitting and Mollie Makes.
The deal is set to be completed in the summer of 2014.
MEC View
The capture of Future’s sporting portfolio adds another dimension to Immediate’s current offering, opening up additional revenue streams from clients they may not have dealt with previously. The addition of Future’s Craft portfolio will help strengthen an already established Immediate Craft offering which includes the likes of Card Making & Papercraft, Craftseller, Knit Today and World of Cross Stitching. Whilst this gives Immediate greater monopoly of this particular sector, clients looking to reach an audience with a keen Craft interest should expect some very strong cross media package ideas as a result.