Emap to launch French grey-market portal

by Claire Billings, Brand Republic 13-Jul-00

Emap Digital is to invest £2.85m in a joint venture to launch an internet portal aimed at the French over-50s market.

LONDON (Brand Republic) - Emap Digital is to invest £2.85m in a joint venture to launch an internet portal aimed at the French over-50s market.

Emap is partnered with Antoine Adam, the founder of grey market magazine Pleine Vie. The publication was bought by Emap in July 1999 and has a monthly circulation of more than 1m.

Emap is already the third-largest magazine publisher in France. The new portal is expected to draw content from Emap’s existing media brands in France, while benefiting from Adam’s knowledge of the market.

The venture will initial rely on ad revenue, but intends to create e-commerce opportunities later.