JOE Media relaunches with new CEO, plans major investment in content

joe media relaunches

JOE Media, the social-first publisher and digital broadcaster, is relaunching with a new CEO and plans for major investment in content as part of an ambitious growth agenda.

The aim is to enhance the firm’s reputation for quality, award-winning coverage across politics, news, lifestyle and sport.

JOE media relaunches with new CEO

Samuel Regan-Asante has been appointed as UK CEO of JOE Media and will, together with a new leadership team, lead the growth and drive the vision of JOE Media in the UK. 

Joe Media relaunches - new CEO Samuel Regan-Asante
New CEO: JOE Media said it has named Samuel Regan-Asante as its new leader.

JOE said it is one of the UK’s most trusted and credible publishers and will use this strong foundation as a base for the future. 

The business, which was acquired by Greencastle Capital in July 2020, will continue to prioritise diversity both internally and in its content, and will proudly maintain the unashamedly liberal and considered tone of voice JOE has developed over the years.

As it builds on these foundations, recruitment is already underway which will more than double its team of journalists to enable JOE to deliver more opinion-forming content covering politics and current affairs, sport, lifestyle and entertainment. 

The firm has also invested in a new, broadcast-standard, 4,000sq ft studio and will create more than 20 new jobs in content and video production. 

This enhanced production capability will enable the improvements to established long-form shows, including the iconic House of Rugby – now In its third season – and the Joe Cole-fronted All To Play For, the first series of which has already amassed more than 11m views. 

Importantly it will also enable the production of a whole new suite of shows covering a wide range of areas of interest.

Production and media values

This combination of production value and quality journalistic content was a key factor in giving JOE the credibility to attract Premier Sports as an investor at a multi-million pound valuation in late 2020. 

The investment forms part of a strategic partnership with Premier Sports in which JOE becomes the exclusive digital broadcaster of football highlights from La Liga, Serie A and Eredivisie. 

From this, plans are underway for the imminent launch of formats and shows to establish JOE as the home of European Football highlights online. 

The partnership will also see House Of Rugby broadcast on television for the first time later this year.

JOE, which has a reputation for pioneering, broadcast-quality video formats, said it has a highly loyal audience, the majority of whom are British men aged 25-34, and has a social following of more than 13 million fans and followers.

The new executive team wants to build on JOE’s position as digital publisher and broadcaster and use its progressive values around inclusivity and diversity to widen its reach across a broad audience. 

Its content will shed light on societal issues from a man’s perspective but actively welcome all readers and seek the views and perspectives of many different backgrounds, thereby enabling an even larger number to engage with JOE’s award-winning content.

The core of JOE’s offering will remain accessible but sophisticated coverage of news and sport at a time when traditional news outlets struggle to engage with a younger audience, and other social publishers are striving to move away from their reputations for clickbait and a lack of editorial rigour. 

The company said it is unafraid to take a thought-provoking viewpoint and is known for using its coverage of sport and current affairs as springboards to address wider issues taking place in society, whether that be the tackling of male stereotypes, the class divide or the Black Lives Matter movement.

Regan-Asante

Regan-Asante has a wealth of experience in developing and growing digital media businesses.

He was part of the team responsible for transforming UNILAD from 2015-2018, shifting its strategy towards original content which saw it become a media sensation, in the process attracting long term strategic partnerships with progressive, innovative brands such as Adidas, Amazon and KFC, and overseeing the first social-led advertising campaign for the British Army.

“We’re extremely proud of JOE’s progressive and credible voice within news, lifestyle and sport and have ambitious growth plans for the business within this space”, Regan-Asante said. 

“Our investment in a new studio and new hires to join an already talented staff will enable us to not only expand on our award-winning news coverage but also dramatically increase the production of shows for which JOE has become famous.

“Our audience has grown up with social media but they are at an age now where the way they use it is evolving. 

“They’re looking for something more serious – coverage of real life issues, things like financial literacy, parenting and mental health challenges – and JOE is not only here to cater to that demand but has a responsibility to do so. 

“More than any other publisher, JOE’s audience and credibility in this space means it is perfectly placed to tackle these critical issues.”

Regan-Asante pointed to the shift in focus from social platforms that perfectly complements JOE’s editorial style. 

“Social media platforms are now prioritising long-form content from trusted sources, and brands have a greater opportunity to advertise against meaningful content that’s being consumed in a more conscious, engaged way”, he said. 

“We cover important issues and add value to people’s lives, representing a great opportunity for brands to reach the modern British man in this type of environment.”