Will Packer Media has acquired women’s lifestyle destination xoNecole, a lifestyle site created by, and for, urban millennial women.The deal expands WPM’s media footprint with xoNecole becoming the company’s first owned and operated digital platform and complementing its existing strength in TV, digital and branded content production. WPM will implement an accelerated growth strategy for the cross-platform brand, expanding its video, social and mobile offerings, and building a branded newsletter and multi-faceted event series to further connect with its audience.
Founded by blogger Necole Kane, xoNecole’s mission is to promote positive images of women of color, as well as empower, educate and inspire millennials through interviews, beauty, fashion, lifestyle, career and travel features. Kane’s initial gossip site, NecoleBitchie.com, launched in 2008. The site rebranded in 2015 to focus on universal themes important to young women.
This news signals a refreshing trend of Black owned media companies buying other black owned media assets, allowing those entrepreneurs to experience an exit and continue their entrepreneurial journeys like their non-minority counterparts. It’s also important because there is an understanding of the culture and the visions of the two brands are better aligned.
Congrats to Necole on the Exit and we look forward to seeing how Will Packer Media expands the brand.