The Intermedia Group Pty Ltd - Comprehensive Analysis Report
Summary
The Intermedia Group is Australia's leading independent business-to-business (B2B) digital, event management, and print company, established in 1968. Its core mission is to facilitate communication for clients within their specific business audiences across online, in-person, and in-print platforms. The company's operational success is underpinned by leadership principles of integrity, productivity, teamwork, and innovation. The Intermedia Group plays a significant role in the Australian publishing, event management, and technology sectors, distinguishing itself through comprehensive and targeted B2B advertising networks and a diverse portfolio of media properties.
1. Strategic Focus & Objectives
Core Objectives
The Intermedia Group's main objective is to provide comprehensive and targeted B2B advertising networks across Australia and New Zealand. It aims to deliver high-quality news, communications, and connections relevant to its audience's industries through industry-leading digital products, events, and print titles. The company also focuses on assisting commercial partners in reaching influential decision-makers and key target audiences.
Specialization Areas
The company specializes in a three-pronged approach: engaging audiences online, through in-person events, and via print publications. Its expertise lies in B2B media, event management, and publishing. This approach ensures broad reach and deep engagement within specific industry niches.
Target Markets
The primary market segments targeted by The Intermedia Group include Hospitality, Liquor, Accommodation (identified as a fast-growing sector), Marketing-Media, and Retail. The company amplifies brands within these B2B sectors, reaching influential decision-makers.
2. Financial Overview
Funding History
The Intermedia Group Pty Ltd is a privately held company and has historically not raised external funding.
The estimated annual revenue for The Intermedia Group is approximately $40 million, although other estimates suggest $22.1 million annually.
3. Product Pipeline
Key Products/Services
The Intermedia Group's product pipeline primarily involves strategic acquisitions and the expansion of its existing portfolio. The company publishes over 20 B2B and specialist print titles with a readership exceeding 600,000 professionals. Its digital platform attracts over 2 million page views monthly and its email lists reach over 500,000 key decision-makers each month.
For each major product/service:
Print Titles:
Description: Over 20 B2B and specialist titles, including Hospitality Magazine, National Liquor News, Australian Hotelier, and Hotel Management. These publications offer vital information to professionals in various industries across Australia and New Zealand.
Development Stage: Established and continually updated. Hospitality Magazine, for instance, is over 50 years old.
Target Market/Condition: Owners, managers, buyers, decision-makers, and passionate staff members within specialized industries like hospitality, liquor, and retail.
Features: High-quality news, product information, industry trends, and analysis.
Digital Solutions:
Description: B2B news, product, and directory websites. Digital offerings include website display advertising, email marketing campaigns, rich media, sponsored content, directory listings, integrated mini-sites, and competitions.
Development Stage: Ongoing innovation and expansion.
Target Market/Condition: B2B decision-makers and industry players across Australia and New Zealand.
Features: Reach over 2 million page views per month and email lists of over 500,000 key decision-makers monthly. They also produce premium long-form content, insights, analysis, and thought leadership.
Event Management:
Description: Manages numerous B2B events and conferences across the Asia Pacific region, attracting over 15,000 professionals annually. Examples include the Australian Liquor Industry Awards (ALIA).
Development Stage: Continuous development and expansion, including into Southeast Asia with accommodation events in Singapore, New Zealand, Fiji, The Maldives, and Japan.
Target Market/Condition: Professionals within the target vertical markets seeking in-person connections and industry insights.
Features: Facilitates networking, industry recognition, and knowledge sharing.
4. Technology & Innovation
Technology Stack
The Intermedia Group operates a comprehensive B2B digital media center. This platform supports B2B news, product, and directory websites.
Proprietary Developments
The company's innovation lies in its dynamic digital solutions that cater to client communication strategies. These include display advertising, email marketing campaigns, rich media, sponsored content, directory listings, integrated mini-sites, and competitions.
Scientific Methodologies
The Intermedia Group emphasizes data-driven strategies for its digital solutions, leveraging analytics for optimizing campaigns and fostering high engagement on social media platforms.
Technical Capabilities
The company possesses capabilities in custom publishing, event management, and operating B2B advertising networks. Its digital platforms are capable of attracting over 2 million page views per month and reaching over 500,000 key decision-makers through email lists. They also produce premium long-form content, insights, and analysis.
5. Leadership & Management
Executive Team
Simon Grover: Managing Director. He led the acquisition of Mumbrella and Unmade.
Christopher Baker: CEO.
Paul Wootton: Group Publisher. He previously managed the Hospitality group of titles for Intermedia. He has a 20-year publishing career, including launching the UK Bar Awards and National Restaurant Awards. He is the publisher for Hospitality Magazine.
James Wells: Group Publisher.
Jordan Guiao: Chief Digital Officer (CDO). Jordan is a digital strategist with 14 years of experience in digital transformation, policy, and social media strategy, with prior roles as Head of Social Media for ABC and SBS. LinkedIn Profile: [https://au.linkedin.com/in/jordanguiao](https://au.linkedin.com/in/jordanguiao)
Safa de Valois: Group Publisher.
Simon Cooper: Group Publisher.
Tim Burrowes: Group Publisher, and Publisher of Mumbrella and Unmade. He co-founded Mumbrella in 2008 and Unmade in 2021, specializing in the communications world for 25 years. LinkedIn Profile: [https://www.linkedin.com/in/timburrowes](https://www.linkedin.com/in/timburrowes)
Renita Collins: Director of Events and Marketing. Appointed in August 2022, she oversees the company's B2B advertising networks and event management initiatives, with over 22 years of experience. LinkedIn Profile: [https://au.linkedin.com/in/renitacollins](https://au.linkedin.com/in/renitacollins)
Jacqui Cooper: Head of Production.
Mina Vranistas: Head of Finance.
Recent Leadership Changes
In August 2022, Renita Collins was appointed as the Director of Events and Marketing and joined the senior management team for TIG Events. A significant change occurred in January 2025 with the acquisition of Mumbrella and Unmade by The Intermedia Group, resulting in the formation of Mumbrella Media. Tim Burrowes, the founder of Mumbrella, returned as its publisher under this new ownership structure, also partnering with Simon Grover.
6. Talent and Growth Indicators
Hiring Trends and Workforce
The Intermedia Group employs a team of qualified editors, journalists, developers, tech specialists, sales staff, event managers, designers, and support staff. The company consistently seeks talented and motivated individuals for career launch and professional growth in a fast-paced environment. The company's employee count has been noted to be between 76 and 140 professionals. One currently advertised position on SEEK is for a "Content and Engagement Coordinator".
Company size and expansion metrics
The Intermedia Group's employee count is reported at 91, having decreased by 12% in the last year. Its acquisition of Mumbrella is estimated to add 17% to its revenue in 2025.
7. Social Media Presence and Engagement
Digital Footprint
The Intermedia Group maintains an active presence on professional networking platforms such as LinkedIn. Their digital solutions explicitly include social media campaigns to engage with industry conversations.
Brand Messaging and Positioning
The company uses platforms like LinkedIn, Instagram, and Facebook for targeting audiences, fostering high engagement, and optimizing campaigns using analytics.
Community Engagement Strategies
Social media is leveraged to engage with industry conversations and connect with key decision-makers and leaders.
Thought Leadership Initiatives
The Intermedia Group publishes premium long-form content, insights, analysis, and thought leadership pieces for key industries, alongside valuable white papers and reports for subscribers.
8. Recognition and Awards
Industry Recognition
The Intermedia Group hosts and co-presents industry awards such as the annual Australian Liquor Industry Awards (ALIA), which recognize top performers in the hospitality industry. They are also the parent company of various publications that report on industry awards.
9. Competitive Analysis
Major Competitors
The Intermedia Group Pty Ltd operates in Australia's B2B media, events, and publishing industry. Its top competitors include Prime Creative Media, CMO Australia, and Alinea.
Prime Creative Media: Focuses on industrial media titles and business publishing.
CMO Australia: Provides marketing and advertising services, targeting Chief Marketing Officers.
Alinea: A competitor in the Australian B2B media landscape.
These companies compete in providing B2B publishing, industrial media titles, and marketing or advertising services within the Australian market.
10. Market Analysis
Market Overview
The Intermedia Group operates within Australia and New Zealand's dynamic B2B sectors, reaching over 2 million qualified monthly visitors across its platforms and more than 500,000 monthly e-newsletter readers. The company’s focus on key vertical markets, including Hospitality, Liquor, Accommodation, Marketing-Media, and Retail, positions it centrally within these industries. The Australian magazine industry has faced ongoing challenges.
Growth potential
The company sees growth potential in expanding its accommodation events into Southeast Asia, including Singapore, New Zealand, Fiji, The Maldives, and Japan.
Key market trends
The company's strategic acquisitions and expansions, particularly into the marketing and media sectors with Mumbrella and Unmade, align with trends for diversified media offerings.
Market challenges and opportunities
The Australian magazine industry has experienced declines in overall market volume and value. However, some segments, such as puzzles and news & current affairs, show resilience and growth. High street retail has also shown some outperforming trends. Opportunities lie in expanding digital offerings and events, particularly in fast-growing sectors like accommodation and internationally.
11. Strategic Partnerships
Mumbrella and Unmade:
Partner Organization: Mumbrella Pty Ltd.
Nature of Partnership: Acquisition in January 2025 by Mumbrella Media, a new venture backed by The Intermedia Group and Tim Burrowes.
Strategic Benefits: Expanded portfolio in the marketing and media sectors, bringing Mumbrella founder Tim Burrowes back as publisher. Expected to add an estimated 17% to Intermedia's revenue in 2025.
Hospitality Magazine and related assets:
Partner Organization: Cirrus Media (original owner).
Nature of Partnership: Acquisition in September 2015.
Strategic Benefits: Enhanced presence in the foodservice industry, including print, digital titles, and a directory (www.gohospitality.com.au).
Huon IT:
Partner Organization: Huon IT.
Nature of Partnership: Collaboration for IT systems.
* Strategic Benefits: Ensures fast deployment and distribution of content and services.
12. Operational Insights
The Intermedia Group's operational strategy is built on a three-pronged formula focusing on online, in-person, and in-print engagement to serve clients and their industry needs.
Current market position
The Intermedia Group is recognized as Australia's leading B2B digital, event management, and print business. It is one of Australia's largest B2B media operators with extensive reach into Australian business decision-makers, managers, and owners.
Competitive advantages
Its competitive advantages stem from a comprehensive and targeted B2B advertising network, offering industry-leading digital products, events, and print titles. This diversified approach allows it to connect with professionals across Australia and New Zealand. The company emphasizes leadership principles of integrity, productivity, teamwork, and innovation.
Operational strengths
The company employs a diverse team of qualified editors, journalists, developers, tech specialists, sales staff, event managers, designers, and support staff who are deeply integrated into their respective industries. They are adept at adapting from traditional B2B publishing to an integrated print, digital, and events business by understanding audiences and delivering relevant content.
Areas for improvement
While not explicitly stated as an area for improvement, the reported -12% employee count growth over the last year could indicate a focus on efficiency or a need for strategic talent acquisition in specific areas to support expansion.
13. Future Outlook
Strategic Roadmap
The Intermedia Group is focused on expanding its market presence and strengthening its portfolio. The acquisition of Mumbrella and Unmade in early 2025 is a strategic move to reinforce its position in the marketing and media landscape.
Growth strategies
Planned initiatives include expanding the remit of REmade from retail media to also include retail marketing. The company is actively exploring new opportunities across its entire portfolio, with a particular focus on expansion into Southeast Asia, building on its existing international accommodation events in Singapore, New Zealand, Fiji, The Maldives, and Japan. This forward-looking strategy leverages their current strengths in B2B media, events, and diversified publishing to achieve future growth objectives.
Expansion opportunities
The company has significant expansion opportunities in Southeast Asia, particularly building on its successful accommodation events. The Mumbrella acquisition also presents potential for growth in Asia and possibly the UK.
