Total Politics
Total Politics is a UK-based media, events, and training group serving government, political, and public-sector audiences through a portfolio of established media brands (PoliticsHome, The House, Holyrood, The Parliament, CSW, PublicTechnology, Training Journal, Conservative Home, LabourList, Campaigns & Elections, Biteback Publishing), award-winning events, and policy training delivered in 40+ countries.
- Company typePrivate
- Founded2022
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B
- OfferingServices
What Total Politics does
Total Politics is a privately held UK-based media, events, and training group focused on politics, government, and public policy, operating as the trading name of Political Holdings Limited (Company No. 07291783) and owned by Lord Ashcroft. The group was formed in December 2022 when Political Holdings Ltd expanded by acquiring a portfolio of media, events, and training brands from Merit Group plc, consolidating established titles such as PoliticsHome, The House magazine, Holyrood, The Parliament (Brussels), Civil Service World, PublicTechnology, Training Journal, Conservative Home, LabourList, Campaigns & Elections, and Biteback Publishing under a single ownership structure headquartered at Millbank Tower in London.
The company's core offering is structured around three integrated service lines: (1) a multi-brand media portfolio spanning UK politics, EU affairs, Scotland, the public sector, party-political channels, US/Mexico coverage, and book publishing, distributed via a digital-first advertising platform that targets every level of the political audience from Cabinet ministers to grassroots party members; (2) Total Events, an award-winning events business running large-scale exhibitions such as Civil Service Live and private roundtables in Brussels, Holyrood, and Westminster; and (3) Total Training, providing policy, communication, and leadership training in person, hybrid, and online formats across 40+ countries, with explicit positioning as the leading provider of policy training for the UK Government. The underlying technology is a media and event platform rather than a software product, with proprietary assets being brand reputation, audience relationships, and political-neutral positioning.
Total Politics operates a B2B sales-led and event-driven go-to-market model, monetising through four revenue streams: digital and political advertising, event attendance and sponsorships, multi-year government and corporate training contracts, and book publishing via Biteback Publishing. Primary customers are government departments, civil servants, ministers, MPs, and political parties, with secondary segments in corporates, UN agencies, and development organisations. Pricing is quote-based and not publicly disclosed, with multi-year training contracts. The group employs 51-100 people and is led by Chief Executive Mark Wallace.
Total Politics firmographics
Firmographics- Name
- Total Politics
- Legal name
- Political Holdings Limited
- Website
- https://totalpolitics.com
- Company type
- Private
- Founded year
- 2022
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Total Politics is a UK-based media, events, and training group serving government, political, and public-sector audiences through a portfolio of established media brands (PoliticsHome, The House, Holyrood, The Parliament, CSW, PublicTechnology, Training Journal, Conservative Home, LabourList, Campaigns & Elections, Biteback Publishing), award-winning events, and policy training delivered in 40+ countries.
- Ownership category
- akta.pro rank
Total Politics industry classification
Industry- Product category
- Political Media and Training
- NAICS
- Media Representatives (541840), Media Buying Agencies (54183), Business, Professional, Labor, Political, and Similar Organizations (8139)
- SIC
- Miscellaneous Publishing (2741), Newspapers: Publishing Or Publishing & Printing (2711), Services-Advertising Agencies (7311)
- akta.pro primary industry
- News, Politics & Current Affairs Magazines (MPAJAEAO)
- akta.pro secondary industries
- Government & Public Sector Conferences (MPAGAGAH), Political & Advocacy Advertising (MPADAEAK), Full-Service Media Planning & Buying (MPAAABAA), Political & Public Affairs Channels (MPABAIAC)
Keywords
Where Total Politics is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Total Politics business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Advertising: Digital advertising across their portfolio of political and public sector media titles. Offers targeted campaigns reaching politically influential audiences from Cabinet level to grassroots party members.
- Events and sponsorships: Award-winning events including large-scale exhibitions and private roundtables. Revenue from event attendance, sponsorships, and partnership opportunities at political conferences and public sector gatherings.
- Training services: Policy, communication, and leadership training delivered in-person, hybrid, and online formats. Serves government clients and public sector organizations worldwide.
- Publishing: Book publishing through Biteback Publishing, specializing in current affairs, politics, and related non-fiction content.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Customized training programs for government and public sector clients |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels3 records
Total Politics product offering
Product offeringCore offering
Total Politics Group operates a portfolio of specialist political and public-sector media brands (including PoliticsHome, The House magazine, Holyrood, The Parliament, CSW, PublicTechnology, Training Journal, Conservative Home, LabourList, Campaigns & Elections and Biteback Publishing), delivered alongside Total Events (political and public-sector conferences, exhibitions and roundtables) and Total Training (policy, communication and leadership training). Revenue is generated primarily through advertising on its media titles, event sponsorships and delegate income, and customized training contracts.
Product overview
Total Politics Group operates as a multi-brand media, events, and training platform focused on politics, government and public policy. The offering is structured around three core service lines: (1) a portfolio of specialist media brands spanning UK politics (PoliticsHome, The House magazine, Conservative Home, LabourList), EU affairs (The Parliament), Scottish politics (Holyrood), public sector (CSW, PublicTechnology, Training Journal), US/Mexico coverage (Campaigns & Elections), and book publishing (Biteback Publishing); (2) Total Events delivering award-winning in-person and online events including large exhibitions and private roundtables; and (3) Total Training providing policy, communication and leadership training worldwide. The company owns these acquired and integrated brands under Political Holdings Ltd, with connections to key political and policy leaders across the UK, EU, USA and Mexico.
Differentiator
Problem solved
Functional benefit
Brands
- Total Events: Award-winning events connecting with senior government and public sector stakeholders
- Total Training
- Biteback Publishing
- Campaigns & Elections
- Conservative Home
- LabourList
- PoliticsHome
- The House magazine
- Holyrood
- The Parliament
- Civil Service World (CSW)
- PublicTechnology
- Training Journal
Products and services
- PoliticsHome Most read specialist political news source in the UK, providing news and insight for people at the forefront of UK politics with award-winning journalism and insider perspectives; serves as a politically neutral media title within the Total Politics portfolio.
- The House magazine In-house publication for the UK Parliament, offering news, reviews, exclusive insights and expert analysis, overseen by a cross-party advisory board.
- The Parliament Trusted source of critical information for influential policy makers across the EU, offering expert commentary from people at the heart of the EU decision-making process.
- Holyrood Unofficial in-house publication for Scottish Politics, providing insight and analysis for Scotland's politicians and key decision-makers, established with the opening of the Scottish Parliament in 1999 and read by four in five MSPs.
- CSW (Civil Service Weekly) Most trusted independent platform for civil servants, offering news and insights about the people, policies and reforms that matter in their working lives.
- PublicTechnology Essential news and insights for decision-makers driving technology and digital transformation in the public sector, covering technology and data topics.
- Training Journal Publication supporting the continuing professional development of those involved in workplace training, learning and development for over 50 years.
- Conservative Home Britain's leading independent conservative news and analysis site, providing daily coverage of politics, current affairs, policy and ideas.
- LabourList Independent specialist media title covering the Labour Party.
- Campaigns & Elections Non-partisan, non-ideological go-to resource for political campaign professionals in the United States and Mexico, covering the latest in campaigning and industry developments.
- Biteback Publishing Non-fiction publishing house specialising in current affairs, politics, sport, military history and espionage, described as Britain's leading political publisher.
- Total Events Award-winning events service connecting with senior government and public-sector stakeholders, ranging from large-scale exhibitions such as Civil Service Live to private roundtables in Brussels, Holyrood and Westminster.
- Total Training Award-winning policy, communication and leadership training for people working in or around government, parliament and the public sector, delivered in-person, hybrid and online in 40+ countries; leading provider of policy training for the UK Government.
- Political Advertising Integrated, digital-first advertising service across the Total Politics media portfolio (PoliticsHome, The House magazine, Holyrood, The Parliament, Conservative Home, LabourList) enabling advertisers to reach every level of political audience from Cabinet and Shadow Cabinet to MPs, advisers, councillors and grassroots party members.
Companies that use Total Politics
Customer profileNamed customers5 records
Segments4 records
Ideal customer profiles4 records
Total Politics technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Total Politics partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Merit Group plcfoundationalTotal Politics Group was formed in December 2022 when Political Holdings Ltd acquired a portfolio of media, events, and training brands from Merit Group plc. This acquisition established Total Politics as a major player in political media and training.
Scale indicators5 records
Recent moves6 records
Expansion highlights5 records
Total Politics competitors and assessment
Company assessmentBroad incumbents
- The Spectator: The Spectator is an established UK political and current affairs magazine and digital brand that competes for politically engaged readers and political advertisers alongside PoliticsHome, Conservative Home and The House.
- Haymarket Media Group: Haymarket is a major B2B and consumer media publisher with a substantial public sector and policy-facing portfolio; a broad incumbent competing for advertising budgets in the same political and public sector audience pool.
- Reuters: Reuters is a global newswire and media brand covering politics and policy, serving as a broad incumbent whose government and policy content overlaps with Total Politics's politically focused news titles.
- Ipsos Public Affairs: Ipsos Public Affairs provides research, polling and advisory services to government and political clients globally, broadly comparable to Total Politics's training and policy insight offerings at the high end of the public sector services value chain.
Emerging players
- Apolitical: Apolitical is a digital learning and knowledge platform for government and public servants, emerging as a focused competitor to Total Training's policy and leadership training offering with a tech-led delivery model.
Direct peers
- Politico: Politico operates a leading political and public policy news platform with deep reach into UK, EU and US political audiences, directly competing with PoliticsHome, The Parliament and The House in the political news and policy intelligence category.
- Dods Group: Dods provides political intelligence, events, training and public affairs services to government and parliamentary stakeholders across the UK and EU, overlapping with Total Politics's media, events and training portfolio.
- DeHavilland: DeHavilland delivers political monitoring, forecasting and public affairs intelligence to organisations engaging with Westminster, Holyrood and Brussels, competing with the political intelligence and audience reach of PoliticsHome and Holyrood.
- MHP Communications: MHP Communications is a UK public affairs, political communications and strategic advisory firm that competes with the political advertising and engagement services offered through Total Politics's media titles.
- Lexington Communications: Lexington provides public affairs, government relations and political communications services to corporate and political clients, directly comparable to Total Politics's political engagement and public sector communications offerings.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights6 records
Customer concentration
Total Politics social profiles
Digital presenceTotal Politics financial estimates
Financial estimateRevenue estimate
Valuation estimate
Total Politics leadership team
Management profileNumber of profiles
Profiles5 records
Total Politics subsidiaries and ownership
Company hierarchySubsidiaries11 records
Total Politics funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Total Politics M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Total Politics
What does Total Politics do?
Total Politics Group operates a portfolio of specialist political and public-sector media brands (including PoliticsHome, The House magazine, Holyrood, The Parliament, CSW, PublicTechnology, Training Journal, Conservative Home, LabourList, Campaigns & Elections and Biteback Publishing), delivered alongside Total Events (political and public-sector conferences, exhibitions and roundtables) and Total Training (policy, communication and leadership training). Revenue is generated primarily through advertising on its media titles, event sponsorships and delegate income, and customized training contracts.
Is Total Politics a public or private company?
Total Politics is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Total Politics founded?
Total Politics was founded in 2022. It employs 51 to 100 people.
Where is Total Politics based?
Total Politics is headquartered in London, United Kingdom, in the Europe region.
How does Total Politics make money?
Four revenue lines are on record. Advertising is the primary driver. The others are events and sponsorships, training services and publishing.
Who are Total Politics's main competitors?
Broad incumbents on record are The Spectator, Haymarket Media Group, Reuters and Ipsos Public Affairs. Apolitical is listed as an emerging player. Direct peers are Politico, Dods Group, DeHavilland, MHP Communications and Lexington Communications.
Does Total Politics have an API?
No public API is recorded for Total Politics.
What industry is Total Politics in?
Total Politics's product category is Political Media and Training. Its primary akta.pro industry code is MPAJAEAO, News, Politics & Current Affairs Magazines, with a secondary code of MPAGAGAH, Government & Public Sector Conferences. Its NAICS code is 541840 and its SIC code is 2741.