Following the acquisition of Econsultancy by publishers Centaur Media it has been announced that New Media Age has been folded into Econsultancy to create a unified business. The move means that the well known NMA brand is to be scrapped.
Econsultancy was acquired by Centaur for £50m earlier this year, adding the e-commerce and marketing information firm to its list of titles which include trade publications such as Lawyer and Marketing Week.
The merger with its New Media Age title will be completed by the end of November with key developments in the new partnership to include the joining of the editorial and analyst teams.
The partnership site will be unified to allow for a single subscription.
Ashley Friedlein, CEO of Econsultancy, commented on the merger: “In combining the reach, editorial heritage and market offerings of the two brands, we’re creating a bigger and richer resource for the digital marketing community."
Former NMA staffers will not share his enthusiasm and will question the wisdom of scrapping the NMA business, which some felt was as strong a name as Econsutlancy itself at one stage.