Looking to build a more premium experience for readers, advertisers
Digital publishing company Say Media has acquired technology blog ReadWriteWeb.
The move was made to help Say Media strengthen its technology channel, which reaches more than 75 million global consumers every month.
Matt Sanchez, CEO of Say Media, said in a release that ReadWriteWeb became the natural frontrunner when Say Media searched for properties to acquire. He commended the blog’s team for their ability to create a “deeply engaged and informed community of tech enthusiasts,” and also credited the blog as being “a leading news and analysis source for the tech community.”
The blog’s editor-in-chief, Richard MacManus, will still lead the publication that he founded in 2003. Current staff will say onboard, and new writers will also start contributing to the publication. For example, Dan Frommer, founder and editor-in-chief of Say Media’s SplatF, will report on global technology trends as ReadWriteWeb editor-at-large.
MacManus commented on how the acquisition will allow ReadWriteWeb to use Say’s proprietary technology platform and services to redesign the site and create “a more premium experience for both our readers and advertisers.”
Troy Young, president of Say Media, told Marketing on Thursday that over the next three or four months, Say will work with ReadWriteWeb’s editorial team to focus the brand and editorial strategy. He commented that a complete redesign of the site has already begun and that the site itself will be moved to Say’s media publishing platform, Orion. “At the core of everything we do is our philosophy of ‘clean’–removing visual clutter, rebalancing the mix of advertising and editorial and making the reading experience more rewarding for consumers,” said Young.
Brands will be offered custom advertising opportunities that, according to the release, “leverage the influence and authority of voices like [MacManus and Frommer] and the reach of Say’s broader network of technology properties to connect brands with engaged audiences.”
Say Media’s portfolio of tech channels includes Android and Me, Gear Patrol, gdgt and SplatF.
The company is looking to partner with and build more sites that “create quality content with a point of view and maintain vibrant, engaged communities.” Young estimated that in 2012 Say will control–either through ownership or exclusive media rights deals–roughly between 30 and 40 sites.
