Future bets on SheerLuxe as Google squeezes digital publishers

"Operating profit more than halved to £32.7m from £69.1m, while the group dubbed trading in programmatic advertising and ecommerce remained "challenging". The media group behind Marie Claire, TechRadar and Go.Compare reported revenue of £349.1m for the six months to March 31, down from £378.4m a year earlier, as ongoing changes to Google search traffic continued to hit online audiences. Future said the acquisition of SheerLuxe and a push into AI-driven products would help return the publisher to growth after weaker digital ad and ecommerce markets dragged profits lower in the first half."

"Chief executive Kevin Li Ying said Future was making "meaningful progress", building new AI-related revenue streams as publishers grapple with the rise of AI-generated search and zero-click results on Google. "In the age of AI, our trusted, human-originated and specialist content is more important than ever," Li Ying said. The company pointed to growth in products including Future Optic, which helps brands optimise visibility on generative AI platforms, and Signal, its ecommerce platform designed for AI-driven search environments."

"The update comes just months after Future acquired digital viral lifestyle publisher SheerLuxe for an initial £39.9m as it attempts to diversify away from Google-dependent traffic and into creator-led media. Future said the SheerLuxe acquisition added a fast-growing 'Google zero' brand with strong audiences across newsletters and social media platforms. The business generated revenues of £12.6m in the year to September 2025, and operates with margins of around 40 per cent. Li Ying said the deal strengthened Future's position in fashion and lifestyle media while adding new capabilities across creator partnerships and direct audience engagement."

Operating profit fell to £32.7m from £69.1m as revenue declined to £349.1m for the six months to March 31. Weaker digital ad and ecommerce markets reduced profits, while ongoing changes to Google search traffic continued to affect online audiences. Trading in programmatic advertising and ecommerce remained challenging. Future said it was making meaningful progress by building AI-related revenue streams as publishers face AI-generated search and zero-click results. The company highlighted Future Optic for optimizing visibility on generative AI platforms and Signal, an ecommerce platform designed for AI-driven search environments. Future also acquired SheerLuxe for an initial £39.9m to diversify away from Google-dependent traffic and expand creator-led media, adding a brand with strong newsletter and social audiences and about 40% margins.

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