The combined company, called Seven Squared, will bring together the magazines of brands including Sainsbury's, English Heritage and the RAC. The firm claims total revenues of £30m, establishing it as a top-five customer publishing agency.
Potter set up Seven in 2003 after 20 years at Redwood. It is Sainsbury's principal publishing agent, producing its 350,000-circulation Sainsbury's Magazine; it also publishes consumer foodie title Delicious.
Potter claimed the ad sales expertise Seven brings from these titles will benefit Seven Squared clients. 'The combination of the strengths in each business will create a new formula in customer publishing,' he said.
Seven Publishing Group will acquire all the shares of Square One, with the latter's management joining the combined business.
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