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.

The Latch will be spearheaded by Brian Florido, who was recently appointed as managing director of Val Morgan Digital, and executive editor Amanda Bardas.

Despite a crowded digital landscape, particularly with content aimed at millennials, Florido said Val Morgan had found a gap in the market.

“Val Morgan identified a gap for audiences over 30 and The Latch will allow us to speak directly to this increasingly important demographic,” he said.

Bardas and her team of writers and editors will be charged with building an audience via “witty, colourful and engaging content”.

“The Latch will deliver thought-provoking content designed to unlock interesting conversations and educate without any fluff, click-bait or hyperbole,” Bardas said.

In addition to its cinema and outdoor assets, Val Morgan has Fandom, aimed at the slightly younger 13 to 29-year-old demographic, with TV, movies and video game content.

Florido said Val Morgan’s combined assets will help brands reach important audiences.

“This new platform will extend the incredible campaign work we’ve been delivering with Fandom, enabling brands to have richer conversations with their consumers via relevant partnerships, branded content and more immersive experiences,” Florido said.

The Latch is due to launch in January 2020 at


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