With its acquisition of eCrush.com, Hearst Magazines' digital unit gets an advertiser-friendly network of sites, including eCrush.com, eSpin.com, LookUpHookUp.com, TruthQuiz.com and HighSchoolStyleBoard.com.
With eyes firmly fixed on the online teen market, Hearst Magazine’s digital unit on Monday announced the acquisition of eCrush.com, a group of entertainment and social networking sites for teenagers. Financial terms of the deal were not disclosed.
With the transaction, Hearst Magazines Digital Media gets an advertiser-friendly network of sites that include eCrush.com, eSpin.com, LookUpHookUp.com, TruthQuiz.com and HighSchoolStyleBoard.com.
The company said the expansion into the teen Internet space will enable marketers to advertise on any of the Hearst-owned teen sites and the opportunity to buy packages across the network, getting their message to millions of young adults.
Based in Chicago, Ill., eCrush.com is a pioneer in the teenage Internet space, specializing in viral marketing and peer-to-peer socializing. The privately held company, which launched in 1999, claims a unique and proprietary "Lock & Key" advertising program that delivers a method for gaining teens' attention in advertiser programs.
The bulk of eCrush.com’s one million unique monthly visitors are between 13 and 19 years old, a lucrative but tricky demographic for marketers.
The Web sites in the eCrush.com network includes a “crush’ site that lets users find out anonymously if someone feels the same way about them; eSpin.com, a social network built around safe online flirting; and HighSchoolStyleBoard, a photo-rating site.
According to Chuck Cordray, vice president and general manager of Hearst Magazines Digital Media, the company’s mission is to be visible to teenagers “everywhere they turn” on the Internet. “[This deal lets us broaden our presence in the online arena for teens and become a true destination for everything from fashion and beauty to advice and community,” Cordray added.
Hearst has also created a new site called MyPromShopper.com, a comprehensive prom-planning destination that combines editorial content from its CosmoGIRL!, Seventeen and Teen properties.
MyPromShopper was created for Hearst by New York-based design shop Syrup. It will feature a notebook widget to let teenage girls store cool-looking dresses and online tools to create an outfit and publish content to third party sites like MySpace and Facebook.
The big push into the teenage Internet space also includes new Web sites for its three teen magazines – CosmoGIRL.com, Seventeen.com, and Teenmag.com – which will feature interactive content, photos, video, podcasts, and an overall design unique to each magazine property.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Early Bird Rates expire May 29. Register today and save!
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT