It’s not a surprising announcement. They have data and reports in play and we presume have fairly healthy numbers in terms of B to B clients.
Now they are looking at the B to C market , we presume to maximise advertising and branding revenues from their B to B relationships.
The space is open as High Times are hobbling along due to their MedMen mismatch, Politico, Forbes et al have good cannabis content but not for the mass market. It’ll be interesting to watch how they roll it out.
We note they don’t mention what they’ll be paying for Civilized
The Press Release
October 10, 2019
SAN FRANCISCO – One day after the announcement of the over USD $10M acquisition of Zefyr, the advanced consumer data discovery and profiling platform in cannabis, New Frontier Data, the global authority in data, analytics and business intelligence and the only Big Data tech solution solely focused on the cannabis space, announces at New West Summit 2019 plans to acquire leading cannabis lifestyle and engagement digital platform – Civilized Worldwide Inc. (“Civilized”).
This second acquisition completes the most comprehensive and streamlined cannabis market entry solution to date. Civilized is the leader in engaging cannabis consumers, influencers and multinational brands with niche and mainstream content, access to exclusive events, and an overall elevated and informed cannabis lifestyle experience.
“Our plan is to merge sophisticated information platforms to offer detailed, accurate and timely predictive analytics and actionable intelligence to companies looking to connect with today’s cannabis consumer,”
said New Frontier Data Founder and CEO Giadha Aguirre de Carcer. “Civilized’s intelligent and thoughtful relationship with millions of cannabis consumers provides brands with a responsible and compliant way to engage, inform and influence buying behavior in this unique global marketplace.”
“This is a smart and unique opportunity that will not only strengthen our offering but bring real value to our investors through increased revenue streams and partnerships,” said Terri Riedle, President of Civilized. “This merger allows for even richer digital, broadcast and podcast content and will help us better understand and deepen our relationship with consumers.”
Washington, D.C.-based New Frontier Data was founded in 2014 and has grown to over a 50-person team, with three offices in the United States and Europe. Their vetted, comprehensive, and rigorously unbiased reporting has earned them the reputation as the go-to provider for a variety of North American and international operators, investors and government entities, as well as recognition as the first cannabis data company to provide testimony to the 116th Congress on Safe Banking practices.
Civilized began publishing in 2015 and has emerged as a leading voice for modern cannabis consumers. The company’s mix of original and curated video and digital content, including stories on business, travel, technology, fashion and culture is available to millions on platforms across North America. Some of their key partnerships and acquisitions with companies like CORUS entertainment, Zoomer Media, Cannabis Club TV and the 420 Games has expanded their reach into consumer groups beyond that of any other company.