Emap buys stake in Kick Media

Emap is to continue its expansion into the web sector by snapping up a 45 per cent stake in Californian youth outfit Kick Media for dollars 8 million (pounds 5 million).

Emap is to continue its expansion into the web sector by snapping

up a 45 per cent stake in Californian youth outfit Kick Media for

dollars 8 million (pounds 5 million).



The move follows the establishment of Emap Digital last autumn (Media

Business, 4 October), a global brand covering all the company’s

new-media initiatives.



Web publisher Kick Media was founded just over a year ago and is

developing a raft of sites based on traditional media brands. Emap

already has a relationship with the company, as its most popular site is

Teenmag, based on Emap USA’s Teen magazine.



Together the companies will develop more branded magazine websites

alongside movie, retail, games and fashion sites. Emap says the

partnership will allow it to target the sought-after ’Generation Y’

group of consumers in their teens and early 20s.



Kick Media plans to launch seven sites aimed at this group in the first

quarter of 2000, growing to 14 by the end of the year.



Emap will receive royalties for the use of its brands and content and a

share of cash generated by e-commerce activity on the sites. At the same

time, the sites will be heavily promoted through Emap’s traditional

titles. Emap is likely to use Kick Media’s expertise to develop sites in

the UK as well as the US.



Emap Digital’s chairman David Grigson commented: ’This is a

strategically important move in the development of our online business

in the teenage market. It allows us to utilise our extensive content and

brands in an established digital business.’



Emap’s teenage and action titles in the US include Teen, Snowboarder,

Bike and Surfer. Magazines aimed at a similar market in the UK include

J17, Smash Hits, Big and Bliss.



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