Lovin Malta

Lovin Malta is the country's largest digital-first media house that boasts an engaged following across all social media platforms. Its readers are millennials living in Malta aged between 25 and 35. It was the first media outlet to use sponsored content in its business model.Founded by Christian Peregin in 2016, the portal covers many topics, including local and international news, the environment, a section dedicated to living in Malta, celebrity gossip, and food and drink. It hosts a mixture of light content and hard-hitting stories and investigations.Lovin Malta forms part of the media franchise Lovin Group, represented in Saudi Arabia, the Turks & Caicos Islands, Dublin, Manchester, and Dubai. The media company is privately owned by three shareholders, and advertising is the media franchise's primary source of revenue.Part of the articles published by the media outlet consist of custom-branded content from scratch, including sponsored articles, videos, and Instagram content.Lovin Malta has also campaigned successfully for civil liberties, environmental protection, transparency, better spending of taxpayer money, and more open discussion on many other topics.Before leaving the media outlet in 2021, Christian Peregin penned an article explaining that Lovin Malta's priority was "to make sure people were properly informed, even if they had stopped buying newspapers (or had never started in the first place) and were spending most of their time on Facebook".The information in this media profile was collected through desk research.