Nine merging digital publishers Pedestrian.TV & Allure Media

The Nine Entertainment Co-owned Pedestrian.TV and Allure Media are merging to form a publishing company targeting Gen Z and Millennial audiences.

The move comes just one day after the new look Nine media group started trading on the ASX after completing the merger with Fairfax Media last Friday.

Pedestrian.TV will integrate Allure Media’s publishing assets including leading digital brands Business Insider Australia, Gizmodo, Kotaku and POPSUGAR into the Pedestrian group.

The two publishers reached over 2.998 million Australians in October 2018, with 1.227 million in the hard-to-reach under 35 demographic.

The combined Pedestrian Group will be run by its founders, Chris Wirasinha and Oscar Martin.

Chris Wirasinha and Oscar Martin

“The past 13 years have been a wild ride for Pedestrian and we’re pumped to welcome Allure Media into the family to create a clear publishing leader for marketers wanting to target young Aussies,” said Wirasinha.

“The Allure brands provide global insights combined with highly targeted and loyal local audiences around premium categories including business, technology, gaming, entertainment, fashion and beauty.

“The combination of the brands alongside Pedestrian’s existing commercial relationships that include Tinder and Big Flick Energy, and our new TV partnership with 9Go!, will give advertisers unprecedented opportunities to reach more Millennials and Gen Zers than ever before.”

As part of the changes Allure Media’s existing operations will be restructured, with Allure CEO Jason Scott leaving as the two businesses combine operations. This change has led to a number of redundancies within Allure Media, the majority within support functions across the business.

Staff in the combined business will be co-located in Pedestrian.TV’s new Surry Hills offices from January 2019.