DT’s Jonathan Pease buys Oyster Magazine from failed sales house Inception Digital

Creative agency DT’s Jonathan Pease has saved Oyster Magazine from potential closure following the liquidation of owner and publisher Inception Digital.

Pease and MM Media Management director Madison McKay purchased the print and digital assets from the failed sales house, forming Oyster Media Group Pty Ltd earlier this month to house the assets.


Inception Digital acted as a sales rep for dozens of smaller publishers with large media agencies, collecting ad fees from them and taking a percentage as its fee as well as publishing Oyster Magazine.

However it was unexpectedly placed in voluntary administrations in mid-May after a series of large clients including The Guardian and Mashable pulled out from their representation in market.


McKay will be taking an active role in the Oyster business moving forward while Pease remains committed to his new role as chief creative officer at DT and will provide counsel to Oyster as needed.

Pease said: “­I fondly remember the launch issue of Oyster magazine in 1994 and have watched the brand evolve and flourish ever since. Oyster has a strong voice across fashion and culture globally and we’re thrilled to be involved.


Pease wants to retain and nurture current Oyster editorial team

“Our plan is simple:­ retain and nurture the current Oyster editorial team whilst building the brand partnerships side of the business and strengthening the overall digital product and brand.

“A key factor in buying the business was to make sure we could keep Monica Nataka, publisher of Oyster, involved. We’ve managed to achieve that and I’m excited to see where the brand can go next.”

Nakata said: ­“Maddison and Jonathan’s experience with fashion media, digital influencers and marketing makes them the perfect team to take the Oyster brand forward. I plan to stay close to the business and will work in an advisory role.”

The Oyster editorial and online staff members continue in their roles while the Inception Digital company and sales team “no longer have any association with the Oyster brand or business”.


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