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Lifestyle magazine Cardiff Life has been bought out of administration by Cardiff-based digital marketing agency WCS for an undisclosed amount. The print asset was sold to WCS Agency by Bath-based publisher Media Clash, which also owns titles Bath Life, Bristol Life and Exeter Living.

The acquisition is effective immediately, and both companies said they are working closely to ensure a “seamless transition” for both its readers and clients. The magazine, which has run for over 16 years and produces 10,000 printed copies each month, will continue as a printed publication.

However, the agency said the magazine will also have a big digital presence as it eyes a real opportunity to grow the publication through online channels. The Cardiff Life Awards will still be owned by Media Clash, but WCS said it will work closely with the publisher on the awards going forward.

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The deal is a strategic move for WCS as it looks to strengthen its position in the marketing industry while offering a comprehensive suite of marketing services to its clients. The agency said it is also looking to grow the Cardiff Life brand while honing in on Wales, including changing the website domain to cardifflife.wales.

The firm added that it will also focus on ensuring the Welsh publication, now Welsh owned, has content which is “truly reflective” of its local audience. WCS founder and chief executive Chelsea Pinches-Burrowes said: “We are excited to welcome Cardiff Life Magazine into the agency and keep the city’s signature magazine alive.

“This deal not only supports our expansion plans but is part of our ongoing commitment to providing our clients with the best possible marketing services in the region. We believe that the magazine is an excellent addition to our portfolio and we look forward to working with a talented team."

Greg Ingham, co-founder and chief executive of Media Clash, said: “Cardiff Life is in great hands with WCS Agency and we will be cheering it on in the coming weeks, months and years. We will maintain a close relationship between the companies on both Awards and associated events, including regular promotion in Cardiff Life.”