The deal brings together the globally renowned brands of The Independent (which includes Independent TV, IndyBest and Indy100) with BuzzFeed UK, Tasty UK, Seasoned and HuffPost UK, to form one operation in the UK and Ireland, led by The Independent
The partnership forms a ‘digital supergroup’ under the management of The Independent, combining innovation and expertise across the portfolio of brands, with new collaborations in media innovation, marketing opportunities and e-commerce.
The companies will combine their publishing, data, and ad-tech platforms to allow commercial partners to seamlessly buy across their sites, with combined on-site audiences that together reach half of all British consumers. This will offer reach and authority among Gen Z and Millennial audiences across video, web and social media.
As part of the deal, BuzzFeed Inc.’s UK staff – both commercial and editorial – will move over to The Independent, with BuzzFeed, Inc providing its world-class global content, innovative tech, and strategic support to The Independent.
The partnership will enable expanded commercial offerings and a broadened editorial footprint. Ecommerce, events, audio, content syndication and licensing opportunities will be supported by significant high-yield targeted data segments as publishers and marketers move to first-party data and away from reliance on third-party cookies.
“The Independent’s growth and outstanding success story over the last decade has been built on bold moves, and our partnership with BuzzFeed represents a new leap forward for our business. Combining these world-renowned brands, each celebrated in its own right for industry-leading digital innovation, is designed to create unprecedented opportunities for these titles and all the commercial partners we work with,” said Christian Broughton, CEO of The Independent.
“By pooling the talent, tech and data, and creating Britain’s biggest publisher network for Gen Z and millennial audiences, we seek to unlock investment in new editorial products and services that will ultimately benefit the readers of all the titles.”
Read more on The Independent’s website here.
