Sydney’s The Urban List and Inception Digital join forces
One month after acquiring Mi9 beauty and bridal platforms Primped and The Wedding Club, Sydney’s media company Inception Digital has added Australia’s lifestyle destination, The Urban List to their portfolio.
The relationship will see the two independent media companies offer marketer’s increased content-led solutions, video integration and social media activation.
Established in 2011, The Urban List has attracted a following of 1.2 million unique visitors per month across Melbourne, Sydney and Brisbane with plans for geographic expansion by the end of 2015. This reach and a reader-led content strategy, has seen them outcompete Broadsheet, Concrete Playground and Time Out, leading the Nielsen rankings for the category by more than 25 per cent.
The Urban List’s Director and Founder Susannah George said the partnership with Inception Digital was an opportunity for The Urban List to connect brands with Australia’s most discerning customer base.
“For brands hungry for an edge, who are dissatisfied with status quo display and beige content plays, The Urban List is a new alternative: branded content with sharerability, valued video, exceptional social media engagement and nimble market research that delivers real-time insights”, said Ms George.
“Authenticity, selectivity and trust are the cornerstones of our business and Inception Digital really stood out as the only players with the foresight and experience to deliver on our vision. Like us, they understand the importance of integrity and are committed to ensuring campaigns deliver both readers and brands what they want – a genuine voice that speaks directly to their lives,” she added.
Inception Digital’s Commercial Director Guy Burbidge said the brand opportunities offered by The Urban List demonstrated the shift that has taken place in digital media. “Whilst the big and established players continue to struggle with fragmenting readerships and outdated sales solutions, The Urban List are a great example of a forward-thinking media brand able to offer new and exciting solutions for brands to engage with their audiences,” he said.
“Highly engaged social audiences, quality editorial and strong commercial relationships are some of the key ingredients a successful digital publisher needs in this market to come out on top. The Urban List has all of these, and more and is another great example of an independent publisher who can deliver high reaching and engaging solutions to deliver on client’s business goals,” he added.
