How Complex Networks Turned Its Hot Sauce Into a Cool 8-Figure Line Item

The publisher has succeeded by crafting an identifiable brand and then monetizing it

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Complex Networks has some history in building diversified revenue streams.

At Adweek’s Challenger Brands on Wednesday, CEO Rich Antoniello stressed the importance of building a differentiated brand, especially for publishers looking to diversify their revenue streams by incorporating ecommerce and events. 

That strategy has been paying off, as the company said that merchandising deals for its hot sauce franchise is an eight-figure revenue line.

Complex, which built its media empire by championing subcultures like sneakers and hip-hop, has succeeded in the ecommerce and events spaces by crafting an identifiable brand and then monetizing it in a variety of ways. 

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