Exclusive: Recurrent Ventures relaunches Popular Photography

Recurrent Ventures, a venture equity-backed digital media company, is relaunching Popular Photography, a digital website that's dedicated to photography enthusiasts.

Why it matters: It's the third brand Recurrent has relaunched in the past few years, as it looks to grow its digital media footprint.

Details: The brand, previously a monthly print magazine, has mostly been dormant the last few years, as Recurrent looked to rebuild the website.

• In a statement, the company said it has put in place a new editorial team, including a team of contributors and photographers. Some of the talent that will work on the brand also work with Popular Photography's sister publication Popular Science.
• Moving forward, the site will focus more on making the new age of photography, which includes smartphone and social media, more accessible to the masses.
• Coverage will include features on how-to’s for photography, cultural commentary and reviews of new and used cameras and gear.
• The relaunch coincides with the revival of "The POP Awards," the company's annual review of the best photography gear.

Catch up quick: Recurrent has built a portfolio of digital media brands through targeted acquisitions over the past few years, starting with acquiring The Drive from Meredith in late 2018.

• In 2020, it acquired several titles from Bonnier Corporation, including Popular Photography.

• Recurrent was launched by private equity firm North Equity this summer as the operating business for its digital media portfolio. North is still Recurrent's investor and owns a proprietary ad tech platform that it uses to help niche publications scale.
• Earlier this year, Recurrent relaunched Car Bibles, as well as MEL Magazine, the popular men's culture title it purchased from Dollar Shave Club.

What to watch: Recurrent Ventures raised $75 million in October to continue buying distressed assets, often in print, that it can revive as digital brands. More acquisitions are expected in 2022.