Val Morgan Digital takes over Popsugar Australia

Mariam Cheik-Hussein
By Mariam Cheik-Hussein | 13 January 2021

Val Morgan Digital (VMD) has partnered with Group Nine Media in the US to take over the Australian license of Popsugar.

As part of the deal with the New York-based media company, VMD began publishing the women’s lifestyle platform from January 1.

The platform was previously published under Nine’s Pedestrian Group following its acquisition of Allure Media in 2018.

Popsugar joins The Latch, Fandom and Group Nine’s Thrillist at VMD.

“Popsugar is the number one female lifestyle brand and most-viewed fitness publisher on social in the US and since launching in Australia over 10 years ago, quickly became the go-to publication for young Australian women,” says associate director of new initiatives at Group Nine Joaquin Delgado.

“We are thrilled to expand our partnership with Val Morgan Digital and are excited to collaborate with Brian and the team as the Australian edition of Popsugar continues to grow.”

VMD launched as the content division for Val Morgan in August last year. Since then it has rolled out its own platform The Latch.

“We’re still very much in the growth stage and the focus really is our unique ability to create content and advertising packages that go beyond traditional digital environments, further closing the loop between cinema and OOH advertising,” says VMD managing director Brian Florido.

“We’ve got big plans for POPSUGAR Australia and will be onboarding a soon-to-be-announced editorial team under the leadership of Amanda Bardas, publisher, while commercial opportunities will continue under the leadership of Adam Fischer, national sales director.

“We look forward to sharing further exciting announcements and initiatives for POPSUGAR Australia soon.”

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