Which-50 sold to Boardroom Media

Digital publisher Which-50 has been sold to multimedia production company Boardroom Media.

Editor in chief of Which-50, Andrew Birmingham, confirmed the contracts were signed last Friday, and that the team will begin “transitioning across to Boardroom Media in the coming weeks”. The Which-50 brand and site will continue.

“Earlier this year we decided that the best way to ensure we could keep telling the stories of digital and business transformation – as we have since Which-50 began as a personal blog in 2013 – was as part of another business,” Birmingham said in a post announcing the news.

“Boardroom Media’s complementary mission and business model, and its world-class digital and video facilities marked it out as the best fit that will allow us to enhance the way we tell your stories. Indeed we have already worked together on a number of projects during that time.”

In April, the two companies announced a partnership that involved video and audio interviews, streaming services, and virtual events including webinars and teleconferencing. Birmingham told Mumbrella that Which-50 and Boardroom have worked together on a number of similar projects in the lead up to the sale.

The transaction will mean “the same plus more” for Which-50, he said. “We will keep writing the stories we have always written. We will also utilise the Boardroom Media capabilities and incorporate video and other multimedia into our coverage.

“Another change the Which-50 audience should expect is to see a wider range of perspectives in stories. Traditionally we would interview chief digital officers, or CMOs or CIOs in our stories, or founders if they are an emerging business. With the expanded focus expect also to see more perspectives from CEOs, CFOs, HR, risk managers. We always wanted to do this in the past, but lacked the scale to do so.”


Birmingham added that Which-50’s clients can expect “much richer online events, content creation, and content marketing opportunities utilising the Boardroom Media capabilities”, while Boardroom Media’s client base will benefit from Which-50’s capabilities regarding whitepapers, blogs, research, and email marketing.

“There is a very little cross over on the commercial client base so there is a pretty good upside for both brands,” he said.

“On the readership side, we think there are some very interesting editorial opportunities when the databases are combined, and of course, Which-50 clients will benefit from the extended distribution and combined reach of the databases, contingent upon any given client’s particular target market of course.”

The company will also achieve rent and systems savings by moving across to Boardroom Media. Birmingham noted that both Which-50 and Boardroom have a common focus on sustainability, and are currently producing a video series on responsible investment, targeted at both investors who want a return, and business leaders focused on profit.


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