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. It’s the timing that is most interesting. There are headwinds facing many in retail, I’d argue that linear commerce is a way to mitigate the resistance facing many businesses in the coming months and years:
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