Federated Media has acquired Foodbuzz, a blog network that includes Serious Eats and Bakerella. Terms of the deal were not disclosed.
Foodbuzz is the second acquisition for FM this month following its purchase of Big Tent, a social-networking platform that allows women to form groups based on common interest. In August, it struck a marketing deal with blogging network Clever Girls Collective. It also bought semantic search technology from TextDigger that same month.
The deals allow FM to expand its network further beyond its original tech/guys focus into parents and, specifically, women. Foodbuzz maintans relationships with more than 4,400 food bloggers, giving it a reach of 14 million unique users a month, according to FM.
FM enjoys a familiar relationship with Foodbuzz, having worked with Serious Eats and Bakerella since 2009.
Correction: An earlier version of this story said the Foodbuzz deal marked an expansion into a new vertical. In fact, FM had an existing relationship with two Foodbuzz sites.
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Douglas Quenqua is a journalist based in Brooklyn, NY who writes about culture and technology. His work has appeared in The New York Times, Wired, The New York Observer, and Fortune.
March 19, 2014