This year, it has sold a number of its assets, magazines such as The Knitter and What Mountain Bike, to refocus around core interests, choosing to specialize in men’s technology, gaming and entertainment. “Not so many men are interested in knitting, and we needed to see a commercial future for our brands,” said Byng-Thorne.Join Digiday+ and get Digiday magazine with your membership.
“It’s easy to break up into social pieces. Yes, people do like reading lists, but we’re looking at how our content works across audiences and platforms, particularly Facebook.” In November, PC Gamer drove 6.5m sessions from Facebook, GamesRadrar+ 3m and TechRadar 910k, which is now receiving more of the focus and so growing the fastest, according to the company.
Future has also ramped up its affiliate model to drive digital revenue to offset its losses, particularly across its review site TechRadar. “We knew people appreciated our views and value them to help make a decision,” said Byng-Thorne. “We spent a lot of time evaluating the user journey. Twelve months ago, only a fifth of visitors who left the site would then go on to make a purchase.”While its methods may not be cutting edge, Future does have the tech specialism, and now it has the audienc