Supergroup of digital media pioneers created as The
Independent partners with BuzzFeed, Tasty, Seasoned and HuffPost in
UK and Ireland
Groundbreaking deal combines industry-leading tech,
publishing and media innovation in combined editorial and
commercial operations
Audience network delivers unprecedented opportunity for
advertisers and e-commerce groups to reach Gen Z and millennial
audiences in premium publisher environments across video, web and
social media
Independent Digital News and Media Ltd (“The Independent”) and
BuzzFeed, Inc. (Nasdaq: BZFD) today announced they have entered
into a multi-year license and strategic partnership. The deal
brings together the globally renowned brands of The Independent
(which includes Independent TV, IndyBest and Indy100) with BuzzFeed
UK, Tasty UK, Seasoned and HuffPost UK, to form one operation in
the UK and Ireland, led by The Independent.
The partnership forms a ‘digital supergroup’ under the
management of The Independent, Britain’s leading and biggest
quality digital news brand, combining market-leading innovation and
expertise across the portfolio of brands, with new collaborations
in media innovation, marketing opportunities and e-commerce.
The companies will combine their publishing, data, and ad-tech
platforms to allow commercial partners to seamlessly buy across
their sites, with combined on-site audiences that together reach
half of all British consumers. This will offer unrivaled reach and
authority among Gen Z and Millennial audiences across video, web
and social media.
“The Independent’s growth and outstanding success story over the
last decade has been built on bold moves, and our partnership with
BuzzFeed represents a new leap forward for our business. Combining
these world-renowned brands, each celebrated in its own right for
industry-leading digital innovation, is designed to create
unprecedented opportunities for these titles and all the commercial
partners we work with,” said Christian Broughton, CEO of The
Independent. “By pooling the talent, tech and data, and creating
Britain’s biggest publisher network for Gen Z and millennial
audiences, we seek to unlock investment in new editorial products
and services that will ultimately benefit the readers of all the
titles.”
“This strategic partnership marks an important milestone in
BuzzFeed’s 10-year presence in the UK,” said Richard Alan Reid, EVP
Head of Studio & International. “We are thrilled to partner
with The Independent, a powerhouse UK media company with vast
experience in publishing. Their ambition in the digital space is
hugely exciting, and we believe makes them the perfect partner to
deepen the connection with our young, diverse audience. The
synergies between our companies have been clear from day one, and
we know this partnership will unlock new business, drive growth and
ultimately take both companies’ brands to the next level in the UK
and Ireland.”
As part of the deal, BuzzFeed, Inc.’s UK staff – both commercial
and editorial – will move over to The Independent, with BuzzFeed,
Inc. providing its world-class global content, innovative tech, and
strategic support to The Independent.
The partnership will enable expanded commercial offerings and a
broadened editorial footprint. E-commerce, events, audio, content
syndication and licensing opportunities will be supported by
significant high-yield targeted data segments as publishers and
marketers move to first-party data and away from reliance on
third-party cookies.
BuzzFeed UK is the home of pop culture and celebrity that
is a fixture on UK red carpets and most recently behind huge viral
hits such as the celebrity driven interview series,
“Celebritea”.
Its diverse portfolio of UK brands includes award-winning
journalism from the HuffPost UK newsroom, which is
behind groundbreaking editorial series such as the millennial
finance series, “At What Cost?” and daily political reporting.
Tasty UK is one of the largest digital food brands in the
UK with over 30M cross-platform followers and innovative commercial
partnerships, such as the Fiver Feast video series with Lidl.
Seasoned is BuzzFeed UK’s homegrown Black British
identity brand that boasts the award-winning podcast, Seasoned
Sessions, and a growing list of commercial partnerships.
About BuzzFeed, Inc.
BuzzFeed, Inc. is home to the best of the Internet. Across food,
news, pop culture and commerce, our brands drive conversation and
inspire what audiences watch, read, buy, and obsess over next. Born
on the Internet in 2006, BuzzFeed, Inc. is committed to making it
better: providing trusted, quality, brand-safe news and
entertainment to hundreds of millions of people; making content on
the Internet more inclusive, empathetic, and creative; and
inspiring our audience to live better lives.
Since 2015, Tasty has set the trends in digital food, known for
telling original food stories, demonstrating helpful kitchen hacks,
and creating viral food experiences that excite and better the
future of a diverse multicultural nation of foodies. It gained
rapid popularity and success through its engaging video content,
designed to be short, visually appealing, and easy to follow.
About The Independent
The Independent has been at the front line of journalism since
its launch in 1986, with its purpose to challenge, debate and make
change happen way ahead of its time. It is the UK’s largest quality
digital news brand and a top 10 news brand in the US, and was the
first of the quality news brands to become fully digital (in 2016).
Publishing from 12 countries and in six languages, and with a
network of global correspondents, The Independent is a truly global
news organisation. With a commitment to stay away from pacts with
political parties, and with integrity, inclusion, innovation and
independence as its guiding principles, The Independent is a
dynamic, brand-safe environment for advertisers to reach a huge,
loyal audience. For more information, visit
independentadvertising.com and follow @IndyAdvertising on
Twitter.
About BuzzFeed UK
BuzzFeed UK is the home of the UK’s most-watched viral content
on the internet. A Millennial and Gen Z mainstay, BuzzFeed UK
connects with a vast range of culture and communities through its
series and shows that sit at the intersection of food,
relationships, celebrity & entertainment, and identity. We
reflect, uplift and entertain an ever-changing nation and are a
champion for modern Brits.
About HuffPost UK
Part of the Pulitzer Prize-winning HuffPost, HuffPost UK is
focused on telling the stories that impact the everyday lives of
our UK audience. From accessible and informative political and
lifestyle reporting to joyful entertainment coverage, HuffPost UK
puts people at the heart of its journalism and is not only a force
for good, but a source of hope. HuffPost UK brings unique
identity-driven journalism and people-focused coverage to a loyal,
sophisticated audience in the UK.
About Tasty UK
Tasty UK tells original food stories, demonstrating helpful
kitchen hacks, and creating viral food experiences that excite and
better the future of a diverse multicultural nation of foodies and
home cooks.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240327888579/en/
Press Contact PR@BuzzFeed.com
BuzzFeed (NASDAQ:BZFD)
Graphique Historique de l'Action
De Oct 2024 à Nov 2024
BuzzFeed (NASDAQ:BZFD)
Graphique Historique de l'Action
De Nov 2023 à Nov 2024
