Niche Media Holdings, Greenspun Media Group and Ocean Drive Media Group merged this week, combining the operations of the three niche publishers.
All 16 magazines owned by the publishers will operate under the umbrella Niche Media. Combined operations are expected to reach a distribution of 750,000 and allow advertisers to reach an estimated 4.4 million readers.
“We had all these companies; it made more sense to put them all together,” said Jason Binn, founder/CEO of Niche Media. “It was something we always wanted to do and tried to do. This gives us a bigger platform to get more strategic with advertising and events and marketing.”
Company executives hope that the partnership will help the brands appeal to more advertisers as Niche Media expands operations to cover a coast-to-coast market.
The combined operations will include the titles Aspen Peak, Atlanta Peach and Vegas Magazine. The company will retain more than 300 full-time employees. Offices of all three original companies will remain open and headquarters will be in the Niche Media offices in New York.
Niche Media Holdings LLC specializes in glossy magazines catering to luxury lifestyles. These publications include Boston Common, Gotham and Hamptons.
Greenspun Media Group, Henderson, NV publishes In Business Las Vegas, Las Vegas Home & Design and Vegas Magazine, among other titles. The Greenspun family owns the group and its parent company The Greenspun Corporation.
Miami Beach, FL-based Ocean Drive Media Group already has one joint venture with Greenspun Media Group in the monthly magazine Vegas. Other publications include Florida Inside Out and Ocean Drive Magazine. It also produces in-room publications for Venetian Style and Wynn resorts and Crystal Cruises.
Mr. Binn said the company’s immediate plan is to integrate the new employees. It will also be strategizing new ways to market and brand its clients.
“I think in any business you’re as good as your last magazine, your last issue, your last event,” Mr. Binn said. “It’s about keeping your content fresh, keeping your contributors strong and local and constantly reinventing yourself. It’s all about keeping relevant.”
“It’s really about becoming more strategic and finding a way to drive people’s businesses and raise awareness in the marketplace,” he said. “The more you can drive awareness the more they can find the ad dollars.”