Pedestrian TV to absorb Allure Media in post-Fairfax consolidation

Lindsay Bennett
By Lindsay Bennett | 11 December 2018

Pedestrian TV and Allure Media are merging as Nine's post-Fairfax merger consolidation continues with CEO Jason Scott's role axed as a result.

The newly formed entity will be called Pedestrian Group and absorbs Allure Media titles including Business Insider Australia, Gizmodo, Kotaku and Popsugar.

Scott, who has been at the business for five years, makes way for Pedestrian founders Chris Wirasinha and Oscar Martin who will now lead the Pedestrian Group.

The change has led to a number of redundancies within Allure Media, the majority within support functions across the business. Nine wouldn't reveal specific numbers of the Allure redundancies, instead quoting the 92 figure the business provided last week.

Wirasinha said merging the business will give advertisers unprecedented opportunities to reach more millennials and Gen Zers than ever before with a combined audience of 2.998 million - a large proportion of those under 35.

“The past thirteen years have been a wild ride for Pedestrian and we’re pumped to welcome Allure Media into the family to create a clear publishing leader for marketers wanting to target young Aussies,” said Wirasinha.

“The Allure brands provide global insights combined with highly targeted and loyal local audiences around premium categories including business, technology, gaming, entertainment, fashion and beauty."

Staff in the combined business will be co-located in Pedestrian TV's Surry Hills offices from January 2019.

Also this week, Nine revealed its new sales structure with Michael Stephenson heading up the consolidated offering and former Fairfax chief revenue officer Matt Rowley now leading the publishing sales arm.

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