Literally Media, an independent media company that bolsters the largest portfolio of digital comedy and culture brands, today announced its acquisition of MEL Magazine, the men’s lifestyle and culture magazine that once reached 4 million unique monthly visitors as the peak of its popularity. The digital media brand, which has been inactive since 2022, now joins Literally’s extensive portfolio of unique brands including Know Your Meme, eBaum’s World, Cheezburger, and Cracked. With the acquisition, Literally Media’s executive team is seeking to explore various avenues to expand the MEL brand while maintaining the spirit of why readership loved the brand to begin with.
“We wanted to expand our network by acquiring like-minded brands and MEL is a perfect fit,” said Oren Katzeff, CEO of Literally Media. “At a time in media where brand and voice matter more than ever, MEL offers us an amazing opportunity to make this platform more than just a magazine. We see multiple opportunities we will be able to explore by adding MEL to our roster, and every move we make will stem from the same commitment to offer something interesting and unique to readers and viewers that they can’t get elsewhere.”
MEL rose to prominence in 2015 as a men’s lifestyle magazine that covered a vast spectrum of topics from the male point-of-view. The New York Times described MEL as “the rare men’s magazine that has taken upon itself to investigate masculinity, not enforce it.” The outlet was originally funded by the Dollar Shave Club as the e-commerce company’s publication extension before being sold to Recurrent Ventures in 2021, and then to Literally earlier this year. Katzeff, who played an integral role in helping shape MEL’s founding team, has high hopes for the future of the outlet and seeks to re-establish the brand’s presence in the public eye.
“MEL is a beloved brand with a history of inclusive and unique storytelling. Although it did not fit within our portfolio or go-forward strategy, we have a lot of respect for its content and legacy. We are pleased that we were able to find the right home for the brand,” said Andrew Perlman, CEO of Recurrent. “Oren was part of MEL’s founding, has done an incredible job building up Literally, and assembled a great team of creatives. We feel confident we’re putting MEL in a strong position to continue to evolve under the stewardship of people who fully understand the history of the brand.”
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“Our main goal right now is to be thoughtful about where we take the brand from here,” Katzeff continued. “We believe that MEL is rich with storytelling and IP that can translate very well to documentaries, film, and other long form opportunities. I look forward to exploring all avenues to grow the brand.”
Through Literally Media’s current portfolio of brands, the company reaches 49 million unique users worldwide, with over 155 million total visits and 250 million views on all videos. Its brands have been spotlighted by Bloomberg, The New York Times, The Wall Street Journal, The Washington Post, Vice, Vox, and more.
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