That's why, ultimately, the ownership of media brands will be important.

In 2012 the company launched a platform for big media brands to monetize their content.

The service can integrate 140 Proof's social ads into media brands' own social streams and networks.

"Chris has a significant and proven track record developing and growing media brands."

But to some leading agency executives, the agglomeration of strong media brands in fewer hands is no laughing matter.

The founders planned Idealog as a media brand from its inception, rather than simply a magazine title.

Even the most robust media brands can come and go.

MarkMeets is a recognised and respected media brand, with millions of site visitors a year.

This represents the site's first content partnership with a major media brand.

Here is a media brand restored to health.