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Affluent ad-focused Martini Media Network has raised $6 million second round led by Reed Elsevier (NYSE: RUK) Ventures. Granite Ventures and Venrock participated in the round as well. While the b2b magazine division of Reed Elsevier has spent the past year selling off periodicals, the venture capital arms has been looking at content and ad networks. Back in April, Reed was part of content net Healthline’s $14 million third round.
While Reed Elsevier isn’t typically known for directly courting the “young, affluent enthusiast” that Martini Media aims its ads at, in making the funding happen, Kevin Brown, a Reed Elsevier Ventures partner, said in a statement,