• by Tom Siebert , October 11, 2006

It has not drawn much attention in all the commotion over Google's acquisition of YouTube, but there was a melding of two other well-matched--if considerably smaller--media companies this week.

Niche Media Holdings--publisher of luxury regional magazines including Gotham, Hamptons and Los Angeles Confidential--has partnered with The Greenspun Corporation, which puts out similarly styled high-income targeted glossies Vegas and Venetian Style, as well as numerous community and business newspapers in the Las Vegas region.

The combined companies retain the Niche Media Holdings name. Niche Media's CEO Jason Binn will retain his title, while Greenspun's titular head, Brian L. Greenspun, will carry on as chairman.

Greenspun Media Group, which oversees the former Greenspun Corp.'s family of publications, will keep its name under the Niche Media Holding umbrella. Motivation for the partnership, according to New York Daily News gossip mavens Rush & Malloy, was an infusion of cash for Niche and an expanded advertising reach for Greenspun. Ad sales and marketing for the magazines, which also includes the vanity pub Wynn, will now be handled through Niche Media.

"This is a wonderful marriage of companies for us," explained Binn. "The Greenspun Media Group reputation will allow us to accelerate our market share for our advertising partners."

"Our diverse group of companies has continued to benefit from these types of strategic alliances," added Greenspun. "We will continue to partner with blue-chip companies run by talented individuals."

Other Niche Media publications, which focus on culture, fashion, fine dining, real estate and nightlife targeted to upscale readers, include Aspen Peak, Boston Common and Capitol File.