GoAdv Acquires Italian Professional Blog Network Blogosfere

Some consolidation in the European internet market: GoAdv, a pan-European Internet company, has bought Italian professional blog aggregator Blogosfere. Financial terms of the deal have not been disclosed. A spokesperson for the company today tells us that it was an all-cash deal for a “lower seven-digit” sum.

Blogosfere is an Italian-language network of 210 professional blogs written by 150 “collaborators” covering a fairly wide range of subjects like culture, technology, business, politics and cars. It has a user base of 3 million, according to AudiWeb. Dublin-based GoAdv, meanwhile, owns several internet properties in Europe, such as the Excite portals in the UK, Italy, Germany, France, Spain and The Netherlands; price comparison site network Better Deals; and Nanopublishing, another network of mainly Italian-language specialist blogs. In total it says it gets around 16.5 million unique users per month.

In a release, GoAdv says it plans to upgrade Blogosfere’s blogs to integrate social networking — namely Twitter and Facebook sharing links — as well as incorporate more video into the site. The network’s advertising will also be revamped to include more contextual advertising.

Not clear yet how Blogosfere will be integrated into the larger GoAdv group, although there may well be more syndication across the properties. Salvatore Esposito, CEO, GoAdv Group: “The Blogosfere network strengthens our portfolio of media brands considerably. It also adds an experienced and dedicated team of writers and experts to our growing team of international employees and we warmly welcome them into the GoAdv Group.” Blogosfere will remain headquartered in Milan.

GoAdv’s last attempted acquisition was in February 2009, when it tried to acquire LeGuide.com, a French network of shopping portals, for