RollUp signs on to take Everyday Health to UK, Australia


RollUp, the niche publishing service started by former DoubleClick, Brightcove and Demand Media executives, has made one of its first deals — by taking an American property into international waters.

The company is teaming up with New York-based Everyday Health, one of the leading health advice networks in America, to launch local versions of its sites in the U.K. and Australia.

The first site, a British version of the pregnancy and parenting site WhatToExpect, is set to launch towards the end of 2012, with others to follow. It appears to largely be an advertising play, with RollUp in charge of managing the site launches, sales and marketing — but the two companies say there will also be scope for content development specific to each market.

“We are honored and excited to be working with Everyday Health, Inc. to achieve its international expansion goals by bringing two powerhouse U.S.-based brands to new audiences and advertisers in Europe and Asia Pacific,” said Ben Regensburger, CEO of RollUpMedia. “These sites will undoubtedly fill a niche in the growing advertising landscape abroad.”

Although growth in the U.K. and Australian online ad markets is not quite as strong as in the United States, they are still significant: British online display was valued at more than £1 billion ($1.55 billion) in 2011, for example.

It’s the latest part of Everyday Health’s expansion, which included moves into video at the end of last year with the appointment of former ABC News Digital chief Paul Slavin and an ABC TV series.

The company, which started out as Waterfront Media and merged with Steve Case’s Revolution Health Network in 2008, has. After raising more than $150 million in investment over the past decade, the company cancelled a planned IPO in 2010. International expansion could be one way to get those plans back on track.

That seems to fit smartly with RollUp’s platform, which is aimed precisely at allowing publishers in specific verticals to outsource the building of their digital businesses, as the company’s UK boss told Robert recently:

“We noticed digital publishers, especially in Europe, were struggling to build digital businesses,” UK MD Rags Gupta, formerly Brightcove VP, tells paidContent.
“Niche sites may have websites, blogs and a Twitter presence but they don’t know much about SEO and monetisation.
“We have built a platform that covers all aspects of content: creation, distribution and monetisation.”

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