Future Publishing (LSE: FUTR) is adding PhotoRadar to its line-up of magazine portals, which includes BikeRadar, GamesRadar, MusicRadar and TechRadar.
PhotoRadar will have an online editorial team with news and reviews, but will also take content from Digital Camera and PhotoPlus mags.
Over the last five years, mag publishers have alternated between operating sites for individual magazine brands and portals encompassing multiple mags plus online content. Future’s current strategy is portals – for publishers with several similar print mags, it makes sense to aggregate the ad inventory.
The photography segment could be a big hit with advertisers. DSLR camera prices are falling in to the mid-market retail sector – but not so far that advertisers won’t still pay to reach would-be pro-am photographers. Future says there are over 27 million UK digital camera users and it already reaches nearly 300,000 camera fans.