Vinyl Group buys Val Morgan Digital for $10.5m, boosts revenue 70%
## Deal Structure Vinyl Group (ASX:VNL) bought Val Morgan Digital from Hoyts for $10.5 million: $7 million cash plus $3.5 million in Vinyl shares with 24-month escrow. Richard White's RealWise Holdings, which owns over a third of Vinyl, is providing up to $10 million in acquisition funding through existing shareholders. ## Revenue Impact Val Morgan Digital generated $10.7 million revenue in calendar 2025 and is expected to contribute $2.5 million in annualised EBITDA. That boosts Vinyl's revenue by more than 70%. The business publishes Fandom, PopSugar, BuzzFeed, Tasty, Vox Media, and LADbible under licence. ## Market Position Vinyl now claims digital audience reach comparable to Nine and News Corp Australia: 47% of Australians online in entertainment, 51% in news. That matters for ad sales teams pitching against traditional media. ## What It Means for Sales Teams Bigger inventory, consolidated sales operation. If you are selling into Vinyl's portfolio (Rolling Stone, Variety, Mediaweek, Concrete Playground, now Val Morgan), expect one pitch instead of two. The combined business reaches more eyeballs, which helps AEs justify bigger ad spends. Watch for quota adjustments as territories get redrawn. Veteran Hoyts CEO Damian Keogh joins Vinyl's board. Deal closes within a month, leaving Vinyl with around $3 million working capital. ## Portfolio Context Vinyl owns blockchain music startup Serenade, music database Jaxsta, musician network Vampr, trade pub Mediaweek, The Brag Media (Rolling Stone, Variety), and Concrete Playground (acquired late 2024 for $5 million). White backed the Rolling Stone acquisition with $11 million in 2023. Consolidation play: buy a rival, double the ad inventory, pitch the combined reach. Standard media M&A except it is happening in ANZ with actual numbers attached.