Why Invest In An Independent Media Brand
During a recent investment pitch, our founder, Sophie Bush shared two examples of just how successful an independent media brand such as Warehouse Home can be with a diversified business model based on a strong brand.
Tyler Brûlé founded Wallpaper* magazine with just a small business loan in 1996. A year later, Time Warner bought it for a reported $1.63m. 10 years on, the magazine has a circulation of 100,000 and is read in 100 countries. There are pocket travel guides to cities around the world and an e-shop selling high-end products.
In 2007, Brûlé launched Monocle magazine. The brand has since expanded into retail – both bricks-and-mortar and online – selling carefully curated product for a Monocle-infused lifestyle. In addition to the shops, cafes and online shop, there is a web-based radio station and a line of business and lifestyle books. In 2014, Japanese Media Corporation Nikkei took a stake in Monocle. The deal valued Monocle at $115m.
We believe there are 3 key strategies for an independent magazine:
- Selling the brand outright to a major media corporation
- Selling a stake in the business to a major media corporation
- Licensing the brand to a major media corporation or product manufacturer
Warehouse Home is an exciting independent media brand with global ambition. Our magazine is already read in over 100 countries worldwide. In addition, we run a popular blog, a subscription service and an online shop and have published our debut book! Find out how you can join us by contacting sophie [at} mywarehousehome [dot] com.