Future buys stake in social company Handpicked Media

Future publishing has bought a 35 per cent stake in the social media content business Handpicked Media and will seek to help commercialise the six million unique users its network attracts globally every month.

Mark Wood: chief executive of Future plc
Mark Wood: chief executive of Future plc

The deal gives Future, the publisher of Total Film and T3, access to Handpicked's websites and blogs which number more than 50 and have an audience of 3.5 million monthly unique users in the UK.

Future aims to boost its digital offering, and last year stated it aims to make 50 per cent of its income through digital.

The partnership creates a joint initiative called Handpicked Future, which will offer services including social media strategy, blogger outreach, content creation, events and integrated campaigns.

Brands already signed up include Gucci, Karen Millen, Vodafone, Nivea and Intel.

Future will drive the next phase of commercialisation across the sites, initially focusing on the women's lifestyle offer, under Future's women managing director, Jo Morrell.

Handpicked Media, which was founded by the entrepreneur Krista Madden, has curated a portfolio of lifestyle sites and manages the interaction between brands and its blogging community. The key sites include salihughesbeauty.com, movie-moron.com and recipesfromanormalmum.com.

Mark Wood, the chief executive of Future plc, said: "Handpicked has created a powerful social media proposition, curating a portfolio of leading independent sites and blogs across a range of sectors including beauty, fashion, lifestyle and entertainment.

"Our partnership grows Future's digital audience in attractive new sectors and is another signal of Future's intention to deliver greater audience engagement and diversified revenue opportunities from digital platforms."

Madden launched Handpicked Media in 2009. She said the partnership would "expand our audiences, while supporting and developing the talent we have".

Future reaches 58 million global unique users a month online, and claims to have sold more than five million digital editions of its products for tablet and smartphone devices last year.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

WPP confirms search has begun for Sorrell's successor

WPP confirms search has begun for Sorrell's successor

WPP has begun to look at external candidates to replace Sir Martin Sorrell as the chief executive of WPP, the company confirmed today.

Share
VR is dead, long live VR

VR is dead, long live VR

VR has huge potential but it's time to admit that we don't actually know what to do with it, writes Dino Burbidge, director of technology and innovation, WCRS.

Share
The quirky, wonderful and eye-widening world of C2
[Sponsored feature]

The quirky, wonderful and eye-widening world of C2

Say goodbye to stale buffet food, dowdy carpets and middle-of-the-road speakers. C2 is the first conference of its kind...

Share

Get news by email