Immediate Media Co, the special interest content and platform company, has announced the acquisition of Upper Street Events Ltd, one of the UK’s leading producers of consumer enthusiast events.
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. Terms of the deal have not been revealed.
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 22m 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 commented: “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. I look forward to welcoming the talented Upper Street team to Immediate.”
Upper Street CEO Julie Harris, says: “I genuinely can’t think of a more perfect home for Upper Street’s market leading, consumer events. We deliver premium experiences in passion-led markets which complement many of Immediate’s core special interest brands.
“This will allow us to accelerate our growth, and benefit from Immediate’s extensive experience in delivering multi-platform content. After a terrific 2018, this heralds a new and exciting next phase for the business, and I wish Immediate and the brilliant Upper Street team, the very best of luck.”
Upper Street will relocate to Immediate’s London office, with Paul Byrom, former chairman of the Association of Event Organisers and Managing Director of Upper Street until 2017, taking up the role of Live Events Managing Director, reporting to Immediate Group MD, Andy Marshall.
Hubert Burda Media, the Munich-based technology and media company, acquired Immediate Media Co from private equity investor Exponent and Management in January 2017.
Pictured: Upper Street Event’s Adventure Travel Show 2018
