Val Morgan Digital to represent US publications Bustle and Inverse locally
Val Morgan Digital will represent BDG publications Bustle and Inverse in Australia and New Zealand from 1 February 2023, with Optus confirmed as the launch partner.
Bustle and Inverse will add “over 1.5 million readers to the VMD network” according to a statement from the company.
BDG is home to 12 brands, reaching a predominantly millennial and Gen Z audience in the US covering fashion, beauty, entertainment, culture, sex, relationships, and more.
Val Morgan Digital, which has publications The Latch, Popsugar, Thrillist and Fandom signed multi-year advertising partnership with BDG, which also owns The Zoe Report and Gawker.
Brian Florido, managing director of Val Morgan Digital said that “passion-based communities are the future”.
“We know that the passion that fuels our business can be harnessed by the brands of Australia, flywheeling them to new heights of success as they embrace the unbridled enthusiasm of Bustle and Inverse, adding power and breadth to the communities within our network.
“Our partnership with BDG allows us to dominate the women’s lifestyle space with Popsugar and Bustle sharing a communal passion to enrich the lives of progressive women through modern ideas. The inclusion of Inverse along with The Latch allows us to speak to enlightened citizens who share a communal passion to know more about what’s happening today and how that helps shape tomorrow.”
Amanda Bardas, publisher of Val Morgan Digital commented: “We have successfully cultivated a suite of thriving media brands that are fired by the intense affection people have for the content we create about the things that are core to who they are and want to be. I’m excited to add two of the world’s most respected and well-loved brands to our portfolio, that will bolster our content offering.”
Jason Wagenheim, president & chief revenue officer, BDG, continued: “Val Morgan Digital’s successful track record in the Australian and New Zealand market allows us to further expand our global presence.”
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Olivia Kruimel is the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.
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