Elemental Interactive Takes Stake In Clutch Magazine


There’s life yet in online publishing … Digital media consultancy Elemental Interactive has made a strategic investment in Clutch, an online magazine and blog network for African-American women. Elemental, a former division of WPP’s Grey Global Group, will take an undisclosed stake in Atlanta-based Sutton Media, Clutch’s publisher.

Founded in 2007 as a bi-monthly lifestyle pub, Clutch expanded last year to include four additional blogs, including celeb-focused The Edge. Founder and creative/editorial director Deanna Sutton said the company will use the funds to add new blogs, writers and ad options, including local ads. Relaunched Honey magazine operates in the same space (targeting African-American women aged 18-34), as well as Glam’s Blacklife vertical network.

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