iTunes

In a nutshell: The Urban Guide to the Countryside. The inside line on the quirky, cool and unmissable in the countryside. From things to do, eating out and kids, to fashion, beauty and culture.

Why it’s an NGM: After moving from Islington to ‘the sticks’ founder Hero Brown used her journalistic background to create a lifestyle guide for people like her – not yet ready to wear ‘tweed knickers.’ Muddy has developed its audience by focusing on the growing community of people moving out of the big cities to smaller towns and the countryside and is now active in 22 coutries in England. So what started as a kitchen table blog has transformed into a multi-channel platform with diverse revenues including the annual small business awards.

Channels: Website 300k monthly unique users / email / Instagram / Facebook / Twitter / Linkedin

In a nutshell: A magazine about the style, freedom, flavours and humor of cycling with a core, though not exlusive, target audience of women.

Why it’s an NGM: Cycling has never been more popular but cycling content is owerwhelmingly male and blokey. Casquette is different, effecrtively creating a new category by focusing on the interests and needs of the growing community of women who cycle. What started as an independent magazine has grown across digital channels, diversifying revenue from experiential events like The London Bike Show and by developing Casquette merchandise.

Channels: Website 25k monthly visits / 3.3k Instagram / 3.6k Facebook / 3.6k Twitter / print edition

In a nutshell: A British online and print magazine produced by women of colour and non-binary people of colour.

Why it’s an NGM: The aim of gal-dem is to empower and support the creative work of young women of colour, breaking down stereotypes and thrusting their work and thoughts into mainstream discussion. Until now, there hasn't been a platform which speaks to a young, diverse audience with the impact that gal-dem has. Authenticity has shone through, making the platform favourite for a community who want their voices and perspectives to be heard.

Channels: Website - 273k monthly visits / email / 96k instagram / 48k Facebook / 59k Twitter / podcast / events

In a nutshell: GUAP Magazine (Great Understanding and power) is the World's First Video Magazine, redefining the norm, by presenting the world with a new & unique way to recognise the untold, unseen & unforgettable young talent within music, fashion, arts & business globally.

Why it’s an NGM: Facing difficulty in finding a university work placement, co-founder Ibrahim decided to start his own business, which has become GUAP - a video magazine giving voice to the community. GUAP showcases young people doing amazing things as role models for he next generation of creatives and entrepreneurs to asprire to. As a result, established brands want to work with GUAP so they are now growing revenues by developing an in-house GUAP creative studio and by creating co-working and studio space for new talent to create.

Channels: Website / Instagram 14.4k / YouTube - 400k views for one video / print editions

Interview: GUAP is a youth-lead, new media platform aiming to document, discover . . .

In a nutshell: Travel mega-blog written by university friends passionate about travel connecting the conversations of travellers across the globe.

Why it’s an NGM: Hand Luggage Only offers travel inspiration, insider info and photo and video sharing amongst a community of like-minded explorers (inlcuding the founders), across mulitple platforms, attracting a large and growing, global audience.

Channels: Website 773.5k monthly visits / 32.5k email subscribers / 94k Instagram / 195k Facebook / 25.5k Twitter / Pinterest

In a nutshell: A Sourcebook for Modern Living.

Why it’s an NGM: Created by interiors journalist Kate Watson-Smyth, Mad about the House started as a blog about the renovation of two flats and has grown into an influential "sourcebook for modern liviing." Kate has written books, co-hosts a podcast with a fellow blogger Sophie Robinson, and also offers design consutancy services (Mad about your House), courses, brand collaborations, and a sustainable supplier directory.

Channels: Website / email / 217k instagram / 7.5k Facebook / 31.4k Twitter / Pinterest / books / podcast

In a nutshell: The Grown Up Guide to Great Style.

Why it’s an NGM: Blog, podcast and book from journalist Alyson Walsh (side-hustle, Sunday Telegraph column) focused on style for 'grown ups" which loosly translates as one of the biggest and fast-growing communities in the UK, which is still underrepresented in mainstream media. TNMA says "It’s not about age, it’s about style. And this is for every woman who refuses to be invisible".

Channels: Website 773.5k monthly visits / 32.5k email subscribers / 94k Instagram / 195k Facebook / 25.5k Twitter / Pinterest

In a nutshell: Train stronger together

Why it’s an NGM: A growing, UK-based example of the in-home fitness trend (see Peloton) combining app-based subscription content and wearable fitness tracker hardware. Fiit was founded in 2017 by three friends, including ex-Google staffers with a vision to make the world’s best fitness classes accessible to everyone. Now the #1rated fitness app combining trainers and in-house DJs, to developers and data scientists, connecting a community through subscription content and commerce.

Channels: Website / App / 80.7k Instagram / 4.8k Facebook / 1.4k Twitter / Linkedin / Spotify

In a nutshell: Beautystack is a next generation beauty booking app. "See it, like it, book it,"

Why it’s an NGM: Included on WIred's list of the best London Startups 2019, Beautystack is a turnkey solution for independent beauty professionals - website build and hosting, booking platform, social media and financial management app - and is already a huge success. But with its blog and events it has the potential to be a fully-fledged NGM blurring the lines between business management platform, marketplace and B2B / B2C media.

Channels: Website / App / 12.4k Instagram / Linkedin / Twitter / Events

Interview: Beautystack is a visual and social beauty booking platform. We take social media . . .

In a nutshell: A UK based lifestyle platform that seeks to tell the human experience through eyes of black British women.

Why it’s an NGM: UK lifestyle subscription / membership platform Black Ballad is an exemplar of a startup serving underserved audiences. As their crowdfund campaing video put it, "White women's media cares more about avocados than black women" Black Ballad aims to "create conversations with our content, empower black women through our events and bring attention to the best black owned brands through an exclusive members' directory. Their mission is simple: to create a media platform that helps black women in Britain live their best life.

Channels: Website / 9.5k instagram / 5.4k Facebook / 16.3k twitter / Youtibe / Snapchat

In a nutshell: A different type of newsroom for a slower, wiser news.

Why it’s an NGM: The biggest ever journalism project on Kickstarter with an offering that spans journalism, Think-in events, Data intelligence, Podcasts and books, Well-funded startup Tortoise is "tackling the daily noise of informaiton overload and the widening gap between the powerful and powerless" across dvierse revenue streams.

Channels: Website 69.3k monthly visits / 25k Kickstarter backers in 50 countries / 20k subscribers within 6 months of launch / 7.1k Intsagram / 4k Facebook / 46.7k Twitter / events / books

In a nutshell: Instagram and app-based global news community that "puts genuine conversation at the heart of its delivery”.

Why it’s an NGM: Started on Instagram by former Vogue jounalist Emily Sheffield, This Much I know is now also an app, with an ambtition to to inspire and drive positive change around the biggest issues of the day through discussion, debate and interaction. Part of Founders Factory and recipient of NESTA's Future News Pilot fund.

Channels: 16.5k Instagram / App / email / Facebook / Instagram / books / podcast / events

In a nutshell: Startup culture is changing the world. Courier sits at the heart of this revolution.

Why it’s an NGM: Courier is a modern media brand for a community of modern entrepreneurs who live and work on their own terms. its mission is to inspire, teach,advise and connect across print and digital channels and events including the annual Courier Live.

Channels: Website / email / 80k readers of print magazine / 17.7k instagram / 6.6k Twittter / Events

Blog: Mailchimp acquiring Courier is a step change for brand media and content marketing

In a nutshell: Real stories, real people, powered by our community

Why it’s an NGM: Dose of Society is a socially powered video platform for fresh, unheard voices. It's mission is to share amazing stories from "real’ people with real stories" to talk about challenging subjects and take conversations out of the usual silos, enabling future leaders to be heard whilst creating a community that together, breaks down social barriers. "With our community, we are changing what and how stories are told". Initially focused on Youtube and IGTV Accepted on the Snap Accelerator in 2019.

Channels: Since launching in October 2017 Dose of Society has generated over 18m+ video views, 40k+ online followers with 200k+ in engagement / 21.6k Instagram / 19k Facebook / 188k views for single video on Youtube

In a nutshell: Our mission is to help build a happier, healthier society by connecting people with self-care information, real stories and professional support across a range of mental health and wellness topics.

Why it’s an NGM: Happiful is a 2019 PPA Indie Magazine award winner, from Memiah Ltd - a directory of couselling services founded by two sister who both suffered from anxiety and depression when they were in education, and which now represents over 20k health and wellness professsionals. Happiful's podcast I am, I have also won the award for podcast of the year at the same ceremony. Happiful is a good example of the hybrid model where next gen media is used to build audience and revenues by connecting a community around underserved needs - in this case mental health and wellbeing.

Channels: Website / Free distribution for print magazine 15k at launch /2.8k Instagram / 21.4k Facebook / 29k twitter / Linkedin / podcast / events

In a nutshell: The new voice of today’s creative traveller. Powered by our community and focusing on connecting cultures worldwide.

Why it’s an NGM: Started as a private Facebook group where friends and tastemakers traded trusted travel tips, Trippin curates the best and most valuable tips to produce community guides. Trippin is a truly multi platform business with a global team of influencers creating culturally relevant local content. They believe that travel has the power to change lives through collaborating with real people, documenting real culture and providing a platform to share the experience.

Channels: Website / 15.5k Instagram / 2.2k private FB group / private WhatsApp

Interview: Trippin’ is a new travel platform powered by the community. We’re on a mission to help . . .

In a nutshell: Founded in 2017 with a mission to open up the international cannabis industry through reliable data and intelligence.

Why it’s an NGM: Probition Partners' content team shares developments on legislation and trends in the nascent UK & European Cannabis industry for leaders and decision makers in politics and business. Via reports, data insights and their International Cannabis Weekly newsletter, they are serving an underserved community and using this as a platform to sell consultancy services. Prohibition Partners is part of the Nobl Group along with conference and event brands such as Cannabis Europa and Cannabis Oceana, creating opportunities to cross-promote, share content and develop diiverse revenues across the group.

Channels: Website / email newsletter / reports / Instagram / 6k Twitter, / 3k Linkedin / Events

In a nutshell: What's your new favourite brand? Every week we publish new, independent brand reviews, to help you discover new brands and the stories behind them.

Why it’s an NGM: Started as a side-project by the founder who was already analysing 'internet born' products in her role at a VC, Thingtesting is a next generation media brand that independently reviews next generation direct to consumer products. Thingtesting uses instagram as its main publishing platform and has created a beautiful, slick and informative experience, with revenue coming from close friends membership subscriptions for now.

Channels: 42.9k instagram / email / Close Friends group of paying subscribers / Twitter 2.6k / Pinterest

In a nutshell: Sustainable living that's hip not hippie.

Why it’s one to watch: Multi-channel inspirational - and practical - content to help the growing community of people who want to make more sustainable choices.

In a nutshell: World class subscription training plans plus content and products for general, pregnancy and post-natal fitness.

Why it’s one to watch: Jennis highlights three trends for NGMs; Home fitness, subscription content and turning celebrity and personal brand into a business.

In a nutshell: Championing the entrepreneurial heroes disrupting industries and the creators challenging norms and breaking boundaries.

Why it’s one to watch: The Startups Magazine team delivers unique content, providing valuable insights from industry experts, advice on business fundamentals and most importantly provide multiple platforms across digital, print, social and events that introduce tech startups to the world stage.

In a nutshell: A series of interviews giving a European perspective on the emerging legal cannabis industry, medical cannabis, CBD and Hemp.

Why it’s one to watch: The Cannabis Conversation has ambitions to become a multi-platform, multi-income content brand bringing genuine insight and building valuable network and community for the people who want to work in and invest in the Cannabis, Hemp and CBD industry.

Interview: The Cannabis Conversation is a podcast covering the emerging legal cannabis industry . . .

In a nutshell: At Hoste, you are all our guests. We want to take you on a journey through food, travel, interiors and culture.

Why it’s one to watch: A great example of the blurring of lines between media, experiential, community and commerce - characteristics of NGMs. In Febuary 2020 Laura / Hoste took over an issue of the Sunday Times Style magazine.

In a nutshell: An ever-expanding galaxy of immersive, investigative, uncomfortable, and occasionally uncouth ecological news.

Why it’s one to watch: Publishing startup from creative agency focused on startups, social enterprise and eco initiatives, Another good example of the agency / media business hybrid model, and focused on the most talked-about topic of our time right now.