SheKnows , a digital media company that publishes articles and videos aimed at women, has acquired the blogging network BlogHer for more than $ 40 million.
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The acquisition broadens the digital audience and makes it even more attractive to many companies that are increasingly convinced to use native advertising and audiovisual content of their products on blogs such as SheKnows and their social networks.
SheKnows.com is the company's flagship site. He has been publishing a lot of content on a variety of topics for 6 years, including entertainment, food, health and family.
The Scottsdale, Arizona-based company is owned by private equity firm Great Hill Partners.
In August of this year, SheKnows had begun its expansion by acquiring StyleCaster, a group of fashion and beauty sites.
SheKnows advertisers include Kellogg, Procter & Gamble, Clorox, Pepsi, Unilever, and Macy's.
Philippe Guelton, CEO of SheKnows, accepted that this year they will be close to billing $ 100 million in online sales, 40 percent of which will be through native advertising .
At GROU, the leading agency in the development of Inbound Marketing in Mexico, we have studied the phenomenon of native advertising and also warned about Inbound Marketing to the rescue of media companies.
BlogHer is a network of blogs written mostly by women, as well as an annual conference that attracts nearly 25,000 women.
The event, now in its eleventh edition, will continue after the acquisition: next year they will be in New York.
SheKnows employs 160 people. It has doubled the staff in the last 18 months. BlogHer has 200 employees and no one will be fired for now.
The competition for women on the web is saturated by the big communication groups like AOL, Conde Nast, Meredith, Hearst and Scripps.
The SheKnows network of sites attracted 36.4 million unique visitors via desktop and mobile devices in October, according to ComScore. That made it the ninth most visited media group in ComScore's lifestyle category.
BlogHer, which drew 43.6 million unique visitors, came in fifth on the list.