News

Evolve Media splits operations to focus on millennials and mums

Digital publisher Evolve Media has split its brands into two new offerings, with one focusing on millennials and the other on mums.

The US-owned company, which has an office in Sydney and Melbourne, will merge the operations of its Gorilla Nation, TotallyHer and Urban Geek sales houses under the millennial-focused brand Feeds Media.

Among the websites Feeds Media will sell ads for are Australian music site Music Feeds plus local traffic on screen review site Rotten Tomatoes.

And The Mum Collective will house the parenting and children’s offerings of TotallyHer including websites, Mumtastic, Show & Tell and The Bub Hub.

Feeds Media and The Mum Collective will be run as separate operations, with no direct replacement for Evolve Media’s former managing director, James Perry, who left in January.

Instead, Evolve’s business operations manager Joel King will lead the Feeds Media team while Sally Wood, sales director at Evolve Media, will head up The Mum Collective.

Wood: The new MD at The Mum Collective

As well as selling ads, the companies will look to widen their offering to brands across social media, influencer marketing and video content.

King: New MD of Feeds Media

King said: “We identified a hole in the market for enthusiast publishers in the millennial space that goes deeper than the existing pop culture sites. With Feeds Media, we can offer specific solutions for brands across all our niche millennial publications in the realms of beauty and fashion, music, entertainment and lifestyle.”

Wood said: “The Mum Collective was born to establish more meaningful connections between brands and Australia’s mums. We have a beautiful collection of websites, combined with professional editorial teams who work closely with our large network of mum influencers to create shareable, useful content that really matters to mums.”

Both managing directors will report directly to Evolve Media co-founder and CEO Aaron Broder in the USA.

Broder said: “We believe that with our new business unit structure, we are optimally positioned for brand marketers to tap into our innovative content-led offerings across our premium publishing sites that cater to Australian millennials and mums.”

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