Campaign Middle East - - News - By Austyn Allison

Lovin Dubai takes over 7Days’ so­cial han­dles.

Au­gus­tus, the hold­ing com­pany be­hind on­line news and en­ter­tain­ment guide Lovin Dubai, has bought the so­cial me­dia chan­nels that used to be­long to de­funct UAE daily news­pa­per 7Days.

The free tabloid closed at the end of De­cem­ber af­ter strug­gling to find a vi­able busi­ness model in a cli­mate of re­duced print ad­ver­tis­ing spend.

How­ever, over the 13 years it had op­er­ated in the UAE, it had amassed “a vast and loyal so­cial me­dia fol­low­ing,” said Au­gus­tus in a state­ment. It had a lit­tle more than 40,200 fol­low­ers on In­sta­gram, 164,000 on Twit­ter and more than 74,000 likes on Face­book. Lovin Dubai now has a so­cial me­dia fol­low­ing of al­most a mil­lion. A rep­re­sen­ta­tive of Au­gus­tus told

Cam­paign that the trans­ac­tion was for “a sub­stan­tial amount of money,” and in­volved the pur­chase of the so­cial me­dia au­di­ence from Al Sidra Me­dia, the lo­cal own­ers of 7Days, with ap­proval from Daily Mail Group, the ti­tle’s in­ter­na­tional own­ers. “It isn’t a pur­chase of 7Days’ brand; it’s purely an ac­qui­si­tion of the so­cial me­dia au­di­ence,” said the spokesman. The merger will al­low Lovin Dubai to tre­ble its traf­fic. Fans have been merged across from

7Days’ Face­book and In­sta­gram ac­counts by Face­book, and du­pli­cates have been re­moved, along with all

7Days’ his­tory. Now Lovin Dubai has 747,000 Face­book fans. Be­fore the trans­fer it had 122,000.

Richard Fitzger­ald, ed­i­tor of Lovin Dubai and founder of Au­gus­tus, said: “So­cial me­dia plays a cru­cial role in how me­dia is con­sumed to­day. We are de­lighted to take on the pro­files of 7Days UAE both re­gard­ing as­sum­ing a broad au­di­ence that now has a gap in their daily news­feed and ac­cept­ing the re­spon­si­bil­i­ties that go along with it. It is an hon­our and a priv­i­lege to be able to con­tinue the legacy of

7Days in a small way.” Mark Rix, 7Days’ CEO, said: “Over the last few years we have built a large and highly en­gaged au­di­ence across our so­cial me­dia plat­forms due to the high qual­ity and unique na­ture of 7Days’ con­tent. We be­lieve Lovin Dubai will con­tinue to in­form and en­ter­tain you in the same spirit and we hope you en­joy be­ing part of their com­mu­nity.”

Lovin Dubai has also hired 7Days’ for­mer fea­tures writer Cait­lyn Davey as deputy ed­i­tor. “This hire will en­sure that some of the re­port­ing style of 7Days is con­tin­ued,” said the spokesman.

Fol­low the leader: Richard Fitzger­ald says so­cial me­dia is cru­cial

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