Allure Media
Publisher of niche websites in australia.
| Date | Investors | Amount | Round |
|---|---|---|---|
$3.0m | Early VC | ||
| Total Funding | 000k | ||
Allure Media was an Australian digital publishing house that operated by licensing major global media brands for the local market.
The company was established in 2007 as a joint venture between technology firm Netus and its founding CEO, Chris Janz. Janz, who had a background in digital, print, and broadcast roles at companies like News Limited and Endemol Southern Star, led the company through its initial growth phase. Allure Media was initially funded by News Limited and later acquired by Fairfax Media in December 2012. Following the acquisition, Janz assured that the company would maintain its operational independence. He departed in November 2013, after which he became an independent consultant and later the CEO of Huffington Post Australia.
The company's business model centered on publishing localized versions of prominent international digital brands. Its portfolio included publications such as Business Insider Australia, Gizmodo, Kotaku, Lifehacker, and Popsugar. This strategy allowed Allure to cater to specific, loyal audiences across various categories including business, technology, gaming, and entertainment. Revenue was primarily generated through advertising and branded content solutions targeted at these engaged consumer bases.
In September 2013, Jason Scott took over as CEO. Scott's background included roles at ninemsn and as general manager for Microsoft Advertising in Asia. Under his leadership, Allure Media expanded its portfolio, adding brands like the women's lifestyle publisher Kin Community in 2016 to grow its video and social media presence. A significant corporate shift occurred in December 2018 when Nine Entertainment, having recently merged with Fairfax Media, combined Allure Media with its youth-focused publisher, Pedestrian.TV. This merger aimed to create a dominant publishing group for reaching Millennial and Gen Z audiences in Australia. The consolidation resulted in the restructuring of Allure's operations, a number of redundancies, and the departure of CEO Jason Scott, with the combined entity falling under the leadership of Pedestrian's founders.
Keywords: digital publishing, media licensing, Australian media, Business Insider Australia, Gizmodo Australia, Kotaku Australia, Popsugar Australia, Lifehacker Australia, Chris Janz, Jason Scott, Fairfax Media, Nine Entertainment, Pedestrian Group, online media, digital advertising, branded content, youth media, Australian publishing, media acquisition
