The company behind the titles.
Blue Astoria Media Group Ltd builds, owns and operates specialist editorial platforms. We publish Spa Hotel Finder, Petal Republic and Paris Playbook from London, and have been publishing since 2019.
- Since 2019Petal RepublicFlowers, plants and floristry
- Since 2025Paris PlaybookA locals’ guide to Paris
- Since 2025Spa Hotel FinderIndependent spa-hotel reviews
James Sinclair.
James founded Blue Astoria Media Group in 2019 and runs the company and its titles.
He has spent more than 20 years at leading media and travel publications, including The Telegraph, Condé Nast International and Time Out Group, in roles across strategy, commercial and editorial. He holds an Executive MBA from ESCP Business School.
He works directly with the brand, affiliate and commercial partners behind each title.
- Previously
- The Telegraph, Condé Nast International, Time Out Group
- Education
- Executive MBA, ESCP Business School
- Founded
- Blue Astoria Media Group, 2019
- Elsewhere
How the titles are run.
Every title is written and curated by expert human teams, with deep experience and qualifications in the title’s field.
Owned and run in-house
The company owns each title and runs it itself. Every title keeps its own site, readership and editorial approach.
Methods of our own
Spa Hotel Finder scores the hotels it reviews with SpaRator, a scoring method built for the title.
Named specialists
Petal Republic’s flowers, plants and floristry editorial is led by Andrew Gaumond, its Editorial Director.
Working with the titles.
Who we work with
- Affiliate networks and merchantsAcross all three titles
- Hotels, spas and travel brandsSpa Hotel Finder, Paris Playbook
- Flower delivery, plant and garden brandsPetal Republic
- AdvertisersDisplay advertising across the titles
How working with us works
- Write to us
Email hello@blueastoria.com or use the contact form. Tell us which title, and what you have in mind.
- Talk to the founder
Enquiries reach James Sinclair, the founder, directly. There is no sales team in between.
- Agree terms per title
Each partnership is agreed with the title it runs on, to fit that readership.
How the company earns
Blue Astoria Media Group sells nothing to readers. Revenue is earned by the titles, in three ways.
- Affiliate commissions
- When a reader books or buys through a title’s recommendations.
- Display advertising
- Ad placements on the titles’ pages.
- Brand partnerships
- Agreed per title, with brands that fit its readership.
Key facts.
- Company name
- Blue Astoria Media Group Ltd
- Type
- Independent digital publisher
- Founded
- 2019 (incorporated 4 September 2019)
- Founder
- James Sinclair
- Headquarters
- London, United Kingdom
- Registered office
- 8 Voss Street, London E2 6JE
- Registered in
- England and Wales
- Company number
- 12187901
- Nature of business
- Web portals (SIC 63120)
- Titles
- Spa Hotel Finder, Petal Republic, Paris Playbook
- Trade marks
- Petal Republic: UK (UK00003600156) and US (Reg. No. 6,851,300)
- Editorial
- Written and curated by expert human teams
- Audience
- 1M+ monthly pageviews across our titles
- Revenue model
- Affiliate commissions, display advertising, brand partnerships
- Website
- blueastoria.com
- Contact
- hello@blueastoria.com
- Social
The company’s filings, officers and registered details are public on the Companies House register.
View on Companies HouseFrequently asked questions.
Is Blue Astoria Media Group an agency?
No. We are a publisher: we build, own and operate our own editorial titles, and we sell nothing to readers. Revenue is earned by the titles through affiliate commissions, display advertising and brand partnerships.
Who owns Spa Hotel Finder, Petal Republic and Paris Playbook?
Blue Astoria Media Group Ltd owns all three titles and runs them in-house. The company was founded by James Sinclair and is registered in England and Wales, company no. 12187901.
Is the editorial written by people?
Yes. Every title is written and curated by expert human teams with deep experience and qualifications in their fields. Petal Republic’s editorial, for example, is led by Andrew Gaumond, its Editorial Director.
How do I propose a partnership?
Email hello@blueastoria.com or use the contact form, and tell us which title and what you have in mind. Enquiries reach the founder directly, and terms are agreed per title.
How large is the audience?
Our titles receive more than 1 million pageviews a month. Petal Republic, publishing since 2019, has more than 500,000 monthly pageviews and more than 7 million monthly views on Pinterest.
Working with one of our titles?
Write to
hello@blueastoria.comBrand, affiliate and commercial partners: tell us which title, and what you have in mind.