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§01 The company

A publisher, on the record.

We build, own and operate specialist editorial platforms.

An independent publisher in London, publishing since 2019.

Company recordEngland and Wales

Blue Astoria Media Group Ltd

Incorporated
2019
Company no.
12187901
Registered office
8 Voss Street, London E2 6JE
Titles
3Spa Hotel Finder, Petal Republic, Paris Playbook
Publishing since
2019
Founder
James Sinclair

Titles

Three titles.Owned and run.

Each title is written for a specific readership by an expert human team and run in-house, with its own editorial approach. Partners work with the title, and with the company behind it.

Owned and run by the company

  1. Spa Hotel Finderspahotelfinder.comNicheSpa hotelsMethodSpaRator scoringSince2025Independent spa-hotel reviews, each scored with the SpaRator method.
  2. Petal Republicpetalrepublic.comNicheFlowers, plants, floristrySince2019Trade markUK and USFlower, plant and floristry editorial, led by Editorial Director Andrew Gaumond.
  3. Lighter-touch titleParis Playbookparisplaybook.comNicheParisSince2025A locals' guide to Paris: news, events, stays, eats.

Each title keeps its own site and its own editorial approach. To work with one of them, write to us.

Why partners work with usThree reasons, all checkable

Why partnerswork with us.

  1. Operators, with a track record

    The company is run by James Sinclair, who has spent more than 20 years across strategy, commercial and editorial at leading media and travel publications, including The Telegraph, Condé Nast International and Time Out Group.

  2. Titles we own and run

    We own the titles and run them ourselves, with their own methods and named specialists. Spa Hotel Finder scores its reviews with SpaRator; Petal Republic's editorial is led by Andrew Gaumond.

  3. A registered company, a direct line

    Blue Astoria Media Group Ltd is registered in England and Wales as company no. 12187901. You deal with named people at hello@blueastoria.com.

Who runs it.

James Sinclair, founder of Blue Astoria Media Group

Founder

James Sinclair

Previously
20+ years across strategy, commercial and editorial at The Telegraph, Condé Nast International, Time Out Group and other media and travel titles
Education
ESCP Executive MBA
Company
Founded Blue Astoria Media Group in 2019

Editorial Director, Petal Republic

Andrew Gaumond

Leads the flowers, plants and floristry editorial at Petal Republic, which has been publishing since 2019.

petalrepublic.com

More about the company and its people

The record

The numbers,as they stand.

Monthly readership across our titles and for Petal Republic, our longest-running title, with the company's details as filed at Companies House.

Audience figures confirmed September 2026

1M+

Monthly pageviewsAcross our titles: Spa Hotel Finder, Petal Republic and Paris Playbook

7M+

Monthly Pinterest viewsPetal Republic on Pinterest

500,000+

Monthly pageviewsPetal Republic, publishing since 2019

300,000+

Facebook followersAcross Petal Republic’s pages, including Petal Republic on Facebook

about7,400

Email subscribersPetal Republic

12187901

Company no.Incorporated 2019, registered in England and Wales. Registered office 8 Voss Street, London E2 6JE.

Checkable at Companies House under company no. 12187901

Working with one of our titles?

Write to

hello@blueastoria.com

Brand, affiliate and commercial partners: tell us which title, and what you have in mind.