Associate Member News

Second Street expands audience development portfolio with purchase of Niche Media


Second Street, the provider of private-label online audience engagement platforms, has bought Niche Media, which runs events aimed at helping niche publishers generate new and additional revenue.

“I have been an attendee and fan of Niche events for over a decade,” said Matt Coen, co-founder of St. Louis-based Second Street. “We think very highly of the Niche portfolio of events and the Niche community that Carl Landau has built over nearly 20 years. We’re privileged to become stewards of this great resource to the industry and delighted to have the opportunity to work with the Niche team.”

Coen said Second Street’s goal with this acquisition is to help Niche Media maintain and grow. Niche Media will remain its own independent entity.

“I’m super excited to be part of Second Street Media,” said founder Carl Landau, who will stay on at Niche Media, along with Vice President of Marketing and Programs Kristi Dougherty. “I’ve known Matt Coen for over 10 years and admire what he and co-founder Doug Villhard have built.”

“It was critical to find the right home for the Niche brand, and the big winners are going to be our Niche Publishers,” said Landau. “Second Street has the resources and expertise to develop incredible content, tools, and events to help them generate more online revenue and grow their audiences.”

Terms of the deal were not disclosed.