Val Morgan launches The Latch, a publishing platform aimed at ‘affluent over 30s’
Val Morgan has revealed the identity of its digital publishing play. The new platform, The Latch, will launch in 2020 and be aimed at attracting an audience of affluent over 30s.
The platform bills itself as a “curation of entertainment, lifestyle and wellness content”, and will aim to connect advertisers to high-value audiences across the Val Morgan network.
The Latch launches in January
Editorial and commercial partner content will also be shared across Val Morgan’s cinema and outdoor networks, meaning the company will be able to target audiences where they shop, train, refuel and watch.
They do realise many millennials are now over 30 right? Is the gap the affluence thing?
Yikes. Looks like someone has run out of ideas.
So they are competing with D’Marge, Vogue and GQ?
Agree with ‘meh’…. 2012 called and they want their unique audience generator back!
@anonymous GQ’s demographics are mostly sub 30 looking at Nielsen stats. Not sure their audience could even afford half the stuff they feature.
they want their justified ‘gap’ reasoning to launch platforms back.
The only gap in the market is flyfishing. Good luck Florido.
I like how people are saying “meh, Dmarge bla bla”, yes but they also don’t have scale of Val Morgan assets… so for a marketer it is pretty enticing to create bespoke content that could be shown in a cinema. Pedestrian, don’t be bitter because you still buy bot traffic for branded articles about which scnitty is best..
So why wouldn’t marketers and agencies just buy cinema advertising via VM as they always have?
Are VM going to start running Latch content pre-roll as if it were an ad before a movie??!! LOL!!!
If it runs on cinema, it isn’t pre-roll champ.
Native content produced by a digital publisher that then runs on the big screen is actually a huge opportunity for brands who haven’t been able to afford making big budget TVC’s the opportunity to run on cinema. If they do it well, it will probably resonate even better too.
Are you sure your name isn’t Brian Florido?
D’Marge Schermarge. Not sure Australian’s need another digital platform targeting affluents. It’s a very small piece of the overall media pie. Frankly I would rather be chasing media dollars from cruise ship companies targeting horny 20 something year olds. Arrrrr, set sail for Thot Island.
How does one secure tickets to a Thot Island voyage?
Do I have to scan the QR code off the movie screen of a Latch content piece? And will this then link to an augmented reality pop up of Thot Island???
Hey Latch, give me a job in your strategic team!!!!
Great team – good luck to Brian and Mandy!
@Christian Scale – so enlighten me … what ‘snitty is the best’ … keen to know
This site’s going to be huge. Gaping whole that needed filling. Looking forward to seeing in Jan
Interesting for another publisher targeting affluent over 30’s when consumer confidence is at a low & press continues to document a looming recession… will be interesting to watch. Sounds more like they are just targeting the demo of AIH’s (Agency and Investment Heads) “rather than affluent over 30s”
I was actually there, and the presentation blew me away. I hope it goes well for them – they’ve got a great team backing them!
Yeah, that tall guy with the big lips can really sell!