Magazines buying existing web brands

As well as building their own Internet destinations, magazines have turned to buying existing web brands as a way of increasing their online content and audiences.

by Helen Leggatt

According to Jonathan Simpson-Bint, via AdAge.com, “publishing companies have been picking up new web brands because of difficult experiences migrating established print titles online”.

The purchase of existing websites by larger brands isn’t limited to online magazines. Many online businesses are seeing the value in building up a portfolio of relevant and complementary websites. Travel sites, for instance, are seeing value in purchasing small, local travel websites instead of trying to recreate the masses of niche travel content that is already out there.

Blogs, too, are a target for online publications, especially those that have demonstrated a loyal following and an involved audience. Many bloggers prefer to appear independent, despite corporate backing and a smattering of branding, but more and more are being absorbed in-house.

A key benefit of buying an established website is that it will already have traffic flowing in from a multitude of sources. The immediate traffic, and any search engine marketing done by previous owners, is especially useful for newly-launched websites that would normally take months to be listed in directories, or be given any type of recognition or ranking.