Digital lifestyle brand Notable has expanded its scope from a news and media site to include a multi-channel video network, talent representation under Notable Celebrities, influencer marketing, in-house production and web series development.
Notable will also expand on its event offering, which includes the Notable Awards and the new UnRetreat mindful living event.
The company will now exist under the moniker Notable Life.
Claire Adams and Carli Posner have joined the company as co-CEOs (alongside current CEO and founder Julian Brass) as well as partners in the company, helping to fund its expansion.
Adams’ career has mainly focused on content production, having worked as an executive producer with the CBC and Bristow Media Group before moving up to EVP and head of content with Bristow. Posner has worked as a producer and executive producer for Canadian series such as Hockey Wives and The Hour.
Brass told MiC the company is already producing branded content focused on lifestyle and health that’s geared toward Notable’s key readership of affluent millennials. The content will be sold both direct-to-client and through agencies. The company is in the process of recruiting an integrated sales executive who will oversee efforts.
Other new hires for the expansion include editorial director Rebecca Perrin, and director of events and social experiences Joshua Seaton.
Several influencers have already been signed to the network, and Brass said those names will be announced in the coming weeks.
“Going into other verticals age-wise is definitely something we could do, but every business expert should know where to focus,” Brass said. “It’s a proven demographic for us that works with what we produce.”
Brass said when he founded Notable in 2008, the goal was always to keep the business diverse enough to reach its core demographic, and expanding on the type of media it offers makes more sense than a shift in subject matter.
Notable’s new content will be monetized through traditional media, integrated content and social advertising.
According to a rep for Notable, the site reaches 1.2 million professional millennials per month, and readers earn an average of $90,000 annually.
