Immediate Media Co, the special interest content and platform company, has announced the acquisition of Upper Street Events Ltd, a producer of consumer enthusiast events in the UK.
The combination of Upper Street’s special interest events with Immediate’s existing portfolio of brands will create a number of future growth opportunities.
In the craft sector alone, Immediate reaches over four million passionate and active crafters every month across its current content platforms.
Immediate Media CEO Tom Bureau commented: “The acquisition of Upper Street Events is a further step in Immediate’s multiplatform transformation, complementing our strategy of focusing on special interest content and communities.
“We see significant opportunities for growth and development in the events space, both in the markets Upper Street already operate in and with our portfolio of market-leading brands.
“This deal enhances our ability to offer our consumers world class content, products, services and experiences, across print, digital and live events. I look forward to welcoming the talented Upper Street team to Immediate.”
Upper Street CEO Julie Harris added: “I genuinely can’t think of a more perfect home for Upper Street’s market leading, consumer events. We deliver premium experiences in passion-led markets which complement many of Immediate’s core special interest brands.
“This will allow us to accelerate our growth, and benefit from Immediate’s extensive experience in delivering multi-platform content.”
Upper Street will relocate to Immediate’s London office, with Paul Byrom, former chairman of the Association of Event Organisers and Managing Director of Upper Street until 2017, taking up the role of Live Events managing director, reporting to Immediate Group Managing Director, Andy Marshall.
Pictured: Upper Street Event’s Adventure Travel Show 2018