Federated Media specializes in creating original branded content with the help of its large network of digital influencers. Now the company, a division of LIN Media, will also have the production, distribution, and monetization capabilities of Whalerock Industries at its disposal, thanks to a new partnership between the companies.
Per the deal, Federated will look to pair its network of influencers, which spans verticals like entertainment, lifestyle, food and cooking, and parenting, with Whalerock’s media properties to create original branded content for advertisers. Once created, this content will then be distributed to relevant audiences across both companies’ publishing networks, as well as other platforms owned and operated by LIN Media including, potentially, TV.
LIN Media owns and operates over 40 local TV stations in the US.
Based in Santa Monica, Whalerock (formerly BermanBraun) is known for media properties like Wonderwall, Moviefone, Mandatory, Mom.me, Tested, and Cinefix.
“Consumers want what they want, when they want it, where and how they want it,” said Whalerock president Jeff Berman in a statement. “Federated Media, utilizing LIN Media’s national portfolio of multimedia properties, gives Whalerock’s brands and advertisers extended reach across multiple screens.”