ProMedia buys French aviation publisher Aerobuzz to boost video reach
What's the deal? ProMedia Group, a Rotterdam-based publisher of business-to-business titles in transport, logistics, and mobility, has acquired French aviation publisher Aerobuzz. Terms were not disclosed.
Who's Aerobuzz? The French firm runs the aerobuzz.fr web site and specialises in video and multimedia. Its mostly French-language Jumpseat & Aerobuzz YouTube channel has more than 85,000 subscribers.
What's the endgame? Aerobuzz joins ProMedia's London-based FlightGlobal stable, which includes flightglobal.com, Flight International magazine, the Flight Daily News portfolio, the Airline Strategy Awards, Air Cargo News, and the Dutch-language Luchtvaartnieuws. FlightGlobal is the world's oldest aviation publisher, dating to the first issue of Flight magazine in 1909.
Why now? FlightGlobal wants Aerobuzz's video expertise to grow its multimedia output. "We are delighted with this acquisition, which expands FlightGlobal's multimedia presence and capabilities at a time when reaching new audiences with innovative forms of content on a wider range of social media platforms is more important than ever," said Sophie Wild, managing director of FlightGlobal.
What changes? The Aerobuzz brand stays within the FlightGlobal family. Co-founders Gil Roy and Martin Roy and their team transfer with the deal but remain based in Lyon. FlightGlobal plans to tap their skills to build English-language multimedia content.
The signal: Legacy trade publishers are buying video-native operators to meet audiences on social platforms. For a 1909-rooted brand, acquiring a YouTube-first team is a bet that the future of aviation journalism is as much watched as read.
Read more: promedia.nl
Image credit: DLR_de
