Member Short: The WhoWhatWear Acquisition

Today, acquiring a media company is often not about the content they create. It’s about the audience that they curate and what that audience prefers to consume. At least, that’s the playbook for Future, a UK-based media company that owns a laundry list of specialized titles to include PC Gamer, Marie Claire, Homes & Gardens, Wallpaper*, Cycling News, Decanter, and Guitar World. Its most recent acquisition of WhoWhatWear (WWW) is the latest in a linear commerce play that signals where media is headed.

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