Purch president and COO, Doug Llewellyn, discusses how different web properties at Purch serve audiences with content and information, enabling better and more informed purchase decisions around IT products and services. Doug also explains how Purch enables its marketing customers to reach intent based buyers and how he seeks to optimize customer content and increase the lifetime value of a member. 

Listen to the full podcast with marketing expert Scott King.


TechMedia Network, the platform that connects technology and SMB buyers and sellers, has rebranded under the new name Purch as it makes its official European debut in the UK.

The new name Purch is aimed to reflect the company’s position at the intersection of content and commerce, as both a content provider and an e-commerce platform.

The news coincides with Purch being named the largest Tech Inventory Network in the UK, according to the latest Comscore figures.

Purch currently helps 78 million shoppers, using its data-led platform to tailor content and commerce experiences in more than 1,000 product categories.

“Our new name embodies the company’s long-standing goals to simplify purchase decisions for consumers, and help marketers directly engage with buyers in the right place at the right time,” says Purch Chief Executive Greg Mason. “It’s a culmination of the strategic focus of our business and the steps we’ve taken to reinforce it.”

Purch’s portfolio of brands include Top Ten Reviews, Tom’s Guide, Tom’s Hardware and Live Science, all of which offer custom experiences across multiple platforms to trigger buying decisions in an array of product and service categories.

More than 7,000 marketers and sellers work with Purch to connect with ready-to-buy consumers, driving more than $1bn in commerce transactions annually.

Ad inventory across the Purch portfolio will be exclusively handled by Net Communities in the UK.

Read more: http://www.mandmglobal.com/news/06-06-14/techmedia-rebrands-as-purch.aspx


Seasoned Internet Entrepreneur Joins Board to Further Company’s Leadership Position at Intersection of Content and Commerce

NEW YORK, NY–(Marketwired – Jun 3, 2014) - Purch, the leading platform for connecting technology and SMB buyers and sellers, today announced it has added Peter Horan as its newest board member.

With over two decades of experience in the digital media space, Horan has a long-standing reputation as one of the foremost entrepreneurial minds, and has been a part of seven profitable exits worth almost $800 million in value in the last seven years alone.

As a member of the board, Horan will bring his business acumen and expertise to bear in guiding Purch’s already proven approach to building a best-in-class purchase decision platform. The company is now ranked No. 1 in comScore’s technology vertical, underscoring its market-leading position at the intersection of content and commerce.

“Peter’s experience in building strong, sustainable businesses speaks for itself,” said Greg Mason, CEO, Purch. “From digital media to technology, Peter’s expertise and knowledge is second to none, and we couldn’t be happier to welcome him to the board.”

“I have known and admired Greg for nearly 20 years. I have also closely followed the company’s impressive growth and evolution and am eager to work with Greg, the team, and their top-flight investors to help take Purch to the next level,” added Horan.

Founder of Horan MediaTech Advisors, which specializes in investing in forward-thinking media, advertising and commerce companies, Horan is currently Chairman of the Board at Net2TV, and also serves as a board member at Lending Tree, Twelvefold Media and Viggle Inc. Prior to his current board experience, Horan also held board positions at Travora Media, Social Chorus and Reply.com, and has served as a C-level executive at a number of leading internet and media companies including Answers.com, Goodmail Systems, IAC Media and Advertising, AllBusiness.com, About.com and DevX.com.

Follow Purch on TwitterFacebook, and LinkedIn.

About Purch

Purch is a portfolio of digital brands and services that makes complex buying decisions easy for more than 78 million shoppers monthly. Its respected sites such as Top Ten ReviewsTom’s GuideTom’s Hardware, and Live Science natively integrate commerce and content in morethan 1,000 product categories so consumers can make better choices before, during, and after an important purchase.

The company helps marketers achieve their branding and performance objectives in a high-quality, brand-safe context. Its sites connect in-market shoppers with more than 7,000 marketers and sellers, driving industry-leading conversion rates and $1 billion in commerce transactions annually.



On track for $100 million in revenue this year.

Purch is looking for ways to get to the next level, and one leading option is allowing the public to buy shares.

“I would consider the IPO as one possible path, amongst other paths, in the next 12 to 24 months,” Purch CEO Greg Mason told Adweek.

Mason said the publishing company, which rebranded itself from TechMedia Network on April 30, is on track to hit $100 million in revenue this year, and is growing at a rate of over 20 percent year-over-year. Purch also clenched the number one spot in the technology category in April 2014, according to comScore. Over 26 million visitors checked out its technology sites that month, giving Purch a slim but clear lead over CNET and Ziff Davis Tech.

But, if it wants to stay competitive, Mason admitted it will need more money. In late 2011, the company raised about $50 million through venture capital funding from Village Ventures and Highway 12 Ventures and from private equity company ABS Capital Partners. Mason said an IPO would allow the company to get the funding to continue to grow, adding that public market investors it has spoken to expressed interest in the possibility.

“We sort of feel like we see a business that is worth $300, $400 or even $500 million,” he emphasized.

The IPO isn’t the only possibility it is considering, however. Other options consider taking a debt on the business or returning for another round of capital funding.

Whatever option it chooses, Mason is banking that the company’s strategy of emphasizing service driven advice across its sites will appeal to investors. What this means in practice is an expansion of its review topics and formats, which can be seen in Top Ten Reviews, Tom’s Guide and new partner Mobile Nations. And, though its leading property Live Science, which pulled in more than 4.1 million viewers in April, is focused on health and science news, it too has a consumer utility aspect. Mason explained that the content on the site reflects the quantitative self movement, which is the idea that data or scientific facts can be used in technology that can improve people’s wellbeing.

Purch is also considering alternate opportunities to boost consumer oriented products focused on guiding consumers or businesses’ decisions. Ideally, it will be music to both reader and advertisers’ ears, considering that a GE Capital Retail Bank study showed that 81 percent of U.S. customers do research online before a major purchase and spend 79 days sorting through Web information before handing over any cash.

“We wanted a name that was a lot more reflective of our mission and our strategy of our business,” Mason said.


By Michelle Castillo, AdWeek

Read more: http://www.adweek.com/news/press/purch-mulling-ipo-157644


After a long winter, rebranding has been springing up like May flowers in publishing circles.

Take tech industry publisher TechMedia Network’s recent rebrand to Purch after recent acquisitions of BestofMedia and lead-gen platform Buyer Zone. What’s behind the new name? A solidification of the company’s role as an expert source at the nexus of content and commerce—a direction it has been moving toward for some time.

“The new name is definitely evocative of our mission that we live and breathe—to make complex buying decisions more simplified for consumers and professionals,” says Erin Kapczynski, VP of marketing. Citing a “growing chasm” between the existing name and the company’s mission, Kapczynski tells min, “We wanted to communicate what we do with a new name that’s shorter, punchier and more memorable.”

According to the company, which counts a collective 78 million readers across its publications and sites, 81% of U.S. shoppers spend 79 days gathering information online before buying a product. Purch’s digital platform, which includes b2b-focused site Tom’s Hardware, matches advertising and product reviews with editorial content with a goal of increased reader engagement in both industry and consumer realms.

It’s a mission that’s served the company well, and will lead it to around $100 million in revenue this year, according to Purch, which attracts 7,000 marketers and sellers to its sites and drives north of $1 billion in annual transactions for its clients. It’s also led to growth on the content side, like the recent annexing of Ziff Davis’ Mobile Nations’ brand and its sites Android Central, iMore and Windows Phone Central to the Purch platform.

While some companies may opt to rebrand first and then steer the company in a new direction, Kapczynski says for Purch, “it was just the opposite. We took a hard look at what it is we do well, and what value we bring to consumers as well as to advertisers and sellers, and it became very clear that our value is simplifying complex buying decisions.”

By design, the executive team involved only a small group of company leaders in the decision-making process behind the rebrand, “It’s been exciting to see how quickly everyone has adopted this culture that was created as a result of rebrand.”

The same tact of company evolution first, name change second guided the rebrand at publisher F+W Media, which recently adopted the new moniker F+W, a Content + eCommerce Company. Again, the new name pretty much says it all, emphasizing the ecommerce business the company is embracing.

“We felt like we needed to do the work first, get the results and build the infrastructure and the business,” says chairman/CEO David Nussbaum. “So when we announced the rebrand there was not a lot of, ‘what are we doing and why are we doing this?’

Nussbaum says F+W rebrand “better reflects who we are, since the company moved more aggressively into the e-commerce space.” Having Media in the name “was not terribly accurate,” he notes. “We are a company that produces content, but that no longer means just an article in a magazine or a piece on a Website. It could be online video, terrestrial television, conferences and Webinars.”

Additionally, F+W currently operates more than 20 e-stores and growing, selling everything from content to products. The commerce business is leading significant growth, from $6 million in revenue when F+W opened its first digital store in 2009 to a projected $60 million in 2014, Nussbaum says. “That’s the kind of scale we’re talking about.”

By Cathy Applefeld Olsen, min online

Read more: http://www.minonline.com/b2b/Whats-in-a-Name-Behind-Two-Recent-Rebrands_24106.html#.U44-0ZRdUb5


Contact Us

Follow our easy step-by-step guide and we will contact you personally.

  • Advertising
    & Editorial
  • Business
  • Licensing
    & Reprints
  • Careers
  • Press