CEOs of Lad Bible Group strategize for growth with focus on £200m investment, IP, M&A, and beyond
Publishing entities such as the LADBible Group are not typically expected to flourish amid an environment characterized by a reliance on advertising revenue and platform traffic. Nonetheless, the LADBible Group, a brand known for its content geared towards a youth audience, is exceeding expectations. Over the span of five years, their revenue has tripled, surging from £30 million in 2020 to an impressive £90 million at present. Advertising remains the primary driving force behind the group’s income, accounting for an overwhelming 98% of their revenue. Concurrently, their audience has swiftly expanded by 19% in the initial nine months of 2024, exceeding half a billion individuals at 503 million.
An illuminating discussion with Solly Solomou, CEO of the LADBible Group, provides insights into the forthcoming plans of the publishing group that owns esteemed titles such as LADBible, SPORTBible, Betches Media, among others, for the approaching year.
Solomou reflects on the accomplishments of the previous year as a significant stride towards the ultimate ambition of establishing the LADBible Group as a prominent “global entertainment powerhouse”. In the year ahead, the objective is clear: sustain the momentum gained and edge closer towards this overarching goal.
The practical implications of this vision involve striving to achieve £200 million in global revenue. Advertising will continue to feature prominently in these efforts, along with strategic initiatives such as bolstering their presence in the U.S., forging commercial partnerships with AI platforms, expanding IP management, and engaging in M&A activities.
Solomou articulates the group’s cautious approach even in the face of market volatility and the challenge of diminishing traffic referrals from social and search platforms. For LADBible Group, maintaining a 50/50 revenue split between direct ad sales and platform-driven ads remains foundational, ensuring resilience in the turbulent media landscape. The mantra is adaptability – being prepared to weather the changes that platforms, such as Facebook, YouTube, and Snapchat, inevitably bring to the table.
TikTok, while not the primary focus presently, plays a supporting role in the revenue strategy of LADBible Group. Solomou acknowledges the potential of TikTok Shop as an arena for future exploration in diversifying revenue streams. The evolving nature of TikTok’s relationship with publishers prompts a watchful eye from the group, anticipating potential opportunities in the platform’s commerce capabilities down the line.
As publishers increasingly delve into content creation that can potentially evolve into stand-alone brands, emphasis on intellectual property (IP) ownership grows. The LADBible Group’s fostering of appealing formats is exemplified by Snoop Dogg’s personal endorsement of their “Snack Wars” series, highlighting the group’s commitment to cultivating IP assets. Solomou envisions this IP ownership not solely as a means to sell ad space but also as an avenue for tailored brand sponsorships, pointing to a promising avenue for the group as advertisers explore deeper engagements in the realm of entertainment.
