Evolve Media to tap the affluent market with Martini Media acquisition
Evolve Media has acquired Martini Media, adding to its portfolio the firm’s affluent lifestyle publications.
Martini Media, whose publisher portfolio includes VentureBeat, Valet and SaveUR, will continue to operate largely as it already does with the added support from Evolve’s technology, assets and staff.
Martini’s United States and United Kingdom offices and operations will be merged with Evolve’s existing offices in San Francisco, Detroit, Chicago, New York and London. Furthermore, Martini’s senior management team and staff will continue to report to chief executive officer Erik Pavelka.
On the move, Pavelka said: “The affluent market is the largest user of digital media… we have seen a significant increase in luxury brands actively marketing to the affluent through the creation of content-led creative that is visually stunning, feature rich and placed within well-lit, relevant environments.”
Brian Fitzgerald, president and co-founder of Evolve Media, added: “Luxury brands are increasingly recognising the unparalleled opportunities to leverage both data and context to reach affluent consumers and luxury shoppers, and engage them through content and creative.
“This is a very passionate audience and one with real discretionary spending power.”
Evolve markets to millennial men through its CraveOnline division and to women and their families through the TotallyHer brand.