Why magazine brands united to launch the single marketplace Atria — with Immediate Media's Cath Waller

Late last month, a group of six magazine publishers – Bauer, Future, Hearst UK, Hello!, Immediate and Time Out – launched Atria, a single marketplace through which advertisers can engage with the combined reach of those publishers’ brands, equivalent to about 33m consumers.

The effort is powered by publisher-owned first-party data. It is hosted by audience platform Permutive.

Cath Waller is the managing director of advertising at Immediate Media. She is also the chair of PPA Magnetic, part of the Professional Publishers Association, the trade body for publishers.

A leading voice behind the Atria effort, Waller sat down with host Jack Benjamin to discuss the marketplace's launch and where it might be headed next.

The pair also discussed the current state of magazine publishing, and the headwinds and tailwinds facing Immediate.

Highlights:

2:43: The launch of Atria: how it works and how it came together

10:12: "The industry is where it is": Magazine media is disinvested and publishers are under pressure

15:25: The value of trusted editorial and a cleaner supply chain

20:41: Future-facing goals

26:59: How to handle AI? Embracing innovation as AI search reduces traffic

Related articles:

Why quality pays: the power of trusted editorial in media planning – PPA Magnetic and The Media Leader

CMOs on what makes publisher partnerships work: ‘Great partners push back’

PPA asks CMA to require greater transparency of Google’s AI search features

The Fishbowl: Cath Waller, Immediate Media

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