The corporate plans to plug Mel Journal into its video operations, doubtlessly with speaking head analyses and brief movies. The writer involves Actually Media with a small preexisting video footprint of round 20 brief documentaries, in response to Katzeff.
Mel Journal plans to rent a senior editorial chief, in addition to a mixture of three to 5 part- and full-time workers. Ideally, its headcount can be a mixture of former Mel Journal contributors and new, rising expertise.
An possession carousel and model security considerations
Actually Media would be the third proprietor of Mel Journal in three years.
The writer was initially based in 2015 as a top-of-funnel advertising automobile for Greenback Shave Membership, throughout which era it had no promoting on its website and generated no reader income.
A change in possession at DSC led the corporate to promote Mel Journal to Recurrent Ventures in July 2021, however the association proved a poor match and Recurrent Ventures shut down the title a 12 months later.
“Mel is a beloved model with a historical past of inclusive and distinctive storytelling,” Recurrent Ventures CEO Andrew Perlman mentioned in an announcement. “Though it didn’t match inside our portfolio or go-forward technique, we now have numerous respect for its content material and legacy. We’re happy that we had been capable of finding the suitable house for the model.”
In Actually Media, Mel Journal may have one thing of a homecoming. Katzeff performed an integral function in serving to create the unique idea for the journal when it launched at DSC. The media firm additionally counts Josh Schollmeyer—previously the editor in chief of Mel Journal—as a key member of its workers.
Complicating its industrial prospects, Mel Journal owes its cult readership partially to its penchant for salacious subject material, together with latest explorations of vajazzling, incel tradition and strip golf equipment within the metaverse.
Advertiser considerations over the model suitability of such content material performed a major function within the November closure of Jezebel, and Mel Journal should cope with a programmatic ecosystem during which extra salacious content material monetizes poorly in contrast with extra anodyne writing.
“We’re going to be spending extra time rising our newsletters and direct viewers in 2024,” Katzeff mentioned. “Whenever you bundle these alternatives collectively, it creates a extra appetizing alternative for manufacturers in a method that Mel hadn’t finished prior to now.”
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