Over the last five years, mag publishers have alternated between operating sites for individual magazine brands and portals encompassing multiple mags plus online content. Future’s current strategy is portals - for publishers with several similar print mags, it makes sense to aggregate the ad inventory.

The photography segment could be a big hit with advertisers. DSLR camera prices are falling in to the mid-market retail sector - but not so far that advertisers won’t still pay to reach would-be pro-am photographers. Future says there are over 27 million UK digital camera users and it already reaches nearly 300,000 camera fans.