Publishing Group Dazed Rebrands as Dazed Media

Publishing group Dazed has called for a ban on the word ‘content’ as it repositions itself for growth and to better partner brands and agencies.

The company, previously known as Dazed Group, becomes Dazed Media, encompassing its style- focused channels Dazed, Dazed Digital, AnOther, Another Man, Anothermag.com and Nowness.

Since August 2012, Dazed’s audience has increased from 200,000 to 3.5 million per month, with 50 million unique visitors across all owned and operated channels. As Dazed approaches 25 years of storytelling heritage, Dazed Media provides a structure allowing the company to scale and explore new avenues while maintaining editorial integrity.

A new Dazed Media Studio will work with brands and agencies to reach globally influential and notoriously hard-to-reach audiences, through film, photography, editorial and event partnerships. The MAD creative agency and Dazed White Label team will combine to form the Studio.

In addition, Dazed Media announces a Story Lab in conjunction with adtech company Sharethrough. The Lab – the first of its kind in the UK – will use Dazed branded stories and Sharethrough’s native advertising software to explore the journey that premium stories make across the web.

Will Hayward, Chief Commercial Officer for Dazed Media, says of the changes: “Dazed knows youth better than anyone else and has a real impact on popular culture. From the Kendall Jenner Burn Book to Shia LaBeouf’s #iamsorry art piece, what sets us apart is our focus on creating stories that inspire and shock a generation. It isn’t ‘content’, but it is extremely premium editorial. We place far less importance on clickthroughs and eyeballs than we do actual time spent reading and the effect stories have on the reader.

"By positioning ourselves as a media group, we’re committing to leveraging our power responsibly, to empowering youth through creativity and providing brands and agencies with the scale to impact on culture in a similar way.”

“The Sharethrough and Dazed partnership will give Dazed’s advertisers a leading-edge native advertising product with a global reach of 270+ million uniques, and the ability to do quality branded story telling at scale,” comments Chris Quigley, Managing Director of Sharethrough in London.