Blue & Green Tomorrow, the fastest-growing sustainable lifestyle magazine in the UK, and GreenWise Business, the independent UK green business-to-business (B2B) online news and information publisher, are merging to create the leading online independent publishing powerhouse dedicated to consumers, businesses and investors that want to live, work and invest sustainably.
“I am very excited about this deal and my new role as editor of Blue & Green. I am joining a team of highly experienced professionals who have worked across a number of sectors, including publishing, marketing, events and investment,” commented Louise Bateman, co-founder and editor of GreenWise, who will become editor of Blue & Green on 1 June, and a key member of the new leadership team. “My role will be to ensure we grow our readership and audience engagement by creating and delivering the highest quality news, views, features and other content across Blue & Green and GreenWise. I can’t wait to get started.”
The merger will enable GreenWise and Blue & Green to expand the breadth and volume of their B2B and B2C content, and accelerate their readership numbers and their influence in the rapidly growing global ethical and sustainability sectors. The announcement comes as Blue & Green launches a A (£20,000) share offer on Crowdcube to raise £260,000, in order to build its team, grow its audience and launch a series of new offerings, including a new green investment option for its investor audience.
“Crowd funding represents a very real democratisation of the investment world, allowing everyone to be an angel investor in high growth, dynamic businesses that share their values,” stated Blue & Green founder Simon Leadbetter, commenting on the share offer. “We’ve always funded ourselves from internal cash flow, but with this investment round we can become the leading independent media voice for sustainability. We would love as many of our combined readership to become shareholders, large or small, and own a stake in our tomorrow.”
Upon completion of the Crowdcube, Greenwise will become an entirely-owned brand of Blue & Green Communications Limited, crowdcube investors taking a share in the merged enterprise. The anticipated merger was priced into the initial offer price.
The timely merger comes when businesses, consumers and investors are looking to build a sustainable future. “2015 is crunch year for a global deal on climate change, when worldwide leaders meet for a UN conference in Paris later this year,” according to the campaign. Meanwhile, in the UK, the implications of a new Government running the country are still being weighed up by the country’s £78 billion green sector.
Since it launched in 2010, Blue & Green has built its readership, reaching over half a million unique readers last year. Its mission is to serve the needs of those interested in sustainable investment and living. By joining forces with GreenWise, it aims to double its readership and impact, while establishing a foothold in the expanding green business sector.
There will be no immediate changes to the Blue & Green and GreenWise brands following the merger, but Blue & Green plans to redesign its website and launch smartphone and tablet apps following its Crowdcube share offer. There are also plans to create a series of small-scale events in the autumn for Blue & Green to create a new investment option for financial advisers and investors that will allow them “to invest in a basket of the bluest and greenest funds and stocks,” said Leadbetter.
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