Despite this robust social presence, the editorial brand is keen to lean further in the opposite direction: print.
Its print business is growing and accounts for 20% of total revenue, according to Steur. The company has leaned into the tangible product as a point of differentiation, using the magazine as the centerpiece for larger partnership deals.
It introduced limited-edition print zines built around specific themes or talent, some produced editorially and others in partnership with brands, including a past campaign with Adidas. These sponsored projects include small print runs, often ranging between 500 and 5,000 copies, but the content is amplified on social and digital platforms.
The 30-person company declined to comment on its profitability or overall revenue. Its largest line of business comes from creative partnerships, such as branded content. However, it also brings in revenue from events and creative services, such as doing in-house agency work for brands, according to Steur.
From an advertising perspective, i-D has expanded its presence in beauty, as well as in automotive and technology
As the company continues to evolve, its new ownership will let it invest in its mission over a longer period than a typical media owner might allow, according to Steur.
“The decisions that we make are with the belief that they will grow the brand over time rather than optimizing short-term success,” he said.
