Immediate Media Co, the special interest content and platform company, is to acquire Upper Street Events Ltd, one of the UK’s leading producers of consumer enthusiast events. The terms of the transaction were not disclosed.
Upper Street Events is a specialist producer of over 15 events a year at the heart of the UK’s art & design, craft, cycling, dance and specialist travel scene. The acquisition of Upper Street significantly strengthens Immediate’s strategic audience development capabilities. The alignment of the special interest events, such as craft, with Immediate’s existing portfolio of brands, should create future growth opportunities.
Immediate reaches over 22 million UK consumers monthly across a range of special interest sectors, including food, cycling, parenting, weddings and craft. In the craft sector alone, Immediate reaches four million active crafters every month across its current content platforms.
Immediate Media CEO Tom Bureau said, “The acquisition of Upper Street Events is a further step in Immediate’s multiplatform transformation complementing our strategy of focusing on special interest content and communities. We see significant opportunities for growth and development in the events space, both in the markets Upper Street already operate in and with our portfolio of market-leading brands. This deal enhances our ability to offer our consumers world class content, products, services and experiences, across print, digital and live events.”