Buzzmedia, the digital publisher behind more than 40 pop culture and celebrity websites, is changing its name to SpinMedia.
Having purchased Spin magazine last summer only to fold its print edition just three weeks later, the company announced Monday that the name change will stand as a celebration of the legacy brand, which still lives on as a website and an iPad edition. A company rebranding had been expected for some time, and in an interview last month, CEO Steve Hansen told IBTimes that Buzzmedia was considering a name that would be more suited to its pop culture ethos. While Hansen acknowledged that Buzzmedia was sometimes confused with Buzzfeed, he insisted that had nothing to do with the rebranding initiative.
SpinMedia’s portfolio includes youth-aimed websites such as Buzznet, Stereogum, Videogum, Idolator, Celebuzz, The Frisky and Pure Volume. In addition to the name change, the company is introducing new editorial formats across its websites, beginning on Monday with Spin.com and Celebuzz.com.
In a statement, Hansen said the rebranding will further help SpinMedia connect with its target audience of pop culture-obsessed Millennials. “Now, we’re strengthening our lead with a completely new technology infrastructure that better serves fans, delivering them compelling content and creating unforgettable experiences that they can consume anywhere, anytime with an unmatched richness and depth,” Hansen said.
Hansen took over as CEO in December when his predecessor, Tyler Goldman, was promoted to executive chairman. The company recently secured a $15 million infusion of operating capital from investors, Hansen said last month.
According to the company, SpinMedia produces 1,000 pieces of original content daily across 45 websites. The company claims to reach 40 million Millennials, or one in four people in that demographic. For more information, check out the new SpinMedia website.
Correction: An earlier version of this article incorrectly stated the current title of Tyler Goldman.