Six Apart, the blogging software and media company, has acquired NaturalPath Media, an online ad network for “sustainable, healthy, and conscious lifestyles”, in other words, around green and healthy lifestyle. Financial terms were not disclosed.
NaturalPath was founded in 2006, and says has about 200 publishers in its network, including DrGreene.com, GreenLivingIdeas.com, ScientificAmerican.com and EcoSalon.com. With this acquisition, SA will have the “ability to help marketers reach women 25+ in highly engaged, influential media environments and provides more opportunities for NaturalPath Media publishers to increase revenue through premium conversational marketing programs,” whatever that means.
Meanwhile, what’s happening with Six Apart? It should, depending on its financial metrics, be looking at some sort of an exit, with a PE exit more likely.
Release after the jump.
Six Apart Acquires NaturalPath Media: #1 Green Network
SAN FRANCISCO, CA — 06/07/10 — Six Apart, the world’s leading blogging and conversational media company, today announced the acquisition of NaturalPath Media, the largest online advertising and media network for sustainable, healthy, and conscious lifestyles. The acquisition of NaturalPath Media bolsters Six Apart’s ability to help marketers reach women 25+ in highly engaged, influential media environments and provides more opportunities for NaturalPath Media publishers to increase revenue through premium conversational marketing programs.
NaturalPath Media’s portfolio of leading influential voices in Sustainability and Health extends the audience reach of the Six Apart network of sites, the #1 blog property in the U.S. according to comScore’s April figures, to nearly 90 million. The Six Apart Media network includes thousands of leading influential publishers as well as mid- and long-tail bloggers. Six Apart creates vibrant advertising programs that connect marketers and influential bloggers and publishers through a powerful suite of conversational marketing services and display ad products.
“NaturalPath Media is a valuable addition to the Six Apart Media network and strengthens our ability to help marketers reach highly influential green and healthy living consumers while they are engaging with content and conversations that are important to them,” said Chris Alden, CEO and Chairman of Six Apart. “By joining the Six Apart Media program NaturalPath Media publishing partners will be able to generate more revenue and increase traffic through our innovative conversational marketing programs which are sponsored by well known brands seeking to build awareness for their sustainability and cause-driven initiatives.”
NaturalPath Media is the #1 green media network with a potential reach of 18.4 million unique visitors per month (comScore (NSDQ: SCOR), April 2010). Its 200 publishers span categories such as Eating Well, Eco Moms & Family, Green Living, Health & Wellness and Eco Tech and include premium sites such as DrGreene.com, GreenLivingIdeas.com, ScientificAmerican.com and EcoSalon.com. These values-driven and cause-oriented sites can now leverage Six Apart’s relationships with marquee brand advertisers and conversational marketing capabilities to create deeper and more meaningful relationships with their readers.
Dr. Greene.com will be the first Natural Path Media publishing partner to launch TypePad Conversations, a unique conversational marketing solution enabling brands to inspire and sponsor authentic conversations, as an integral part of an upcoming online advertising campaign. “We are thrilled to be the first NaturalPath Media blogger to participate in TypePad Conversations,” said Cheryl Greene. “This is a terrific way for us to grow revenue and drive traffic while inspiring our audience to participate in authentic conversations on topics that they are passionate about.”
“The combination allows NaturalPath Media to leverage Six Apart’s conversational marketing tools and massive audience reach to bring scalable brand marketing to the evolving social web,” said David Phillips, CEO and Chairman of NaturalPath Media. “NaturalPath will retain its distinct identity as the web’s #1 Green Media Network with a values-driven mission shared by its premium publishers in the green, wellness and conscious lifestyle categories.”
Marketers interested in running a conversational marketing campaign can contact Six Apart by visiting sixapart.com/advertising.
About Six Apart
Six Apart is the world’s leading blogging and conversational media company, empowering publishers and marketers around the world to inspire and produce influential online content, conversations, and communities. Six Apart’s award-winning blogging software and services, including TypePad, Movable Type, and Vox, complement Six Apart Media, the #1 blogging and #2 conversational media property with a reach of nearly 90MM monthly unique users in the US (comScore April 2010). By combining a powerful suite of conversational marketing and social publishing services with relationships with millions of leading publishers and influential long-tail bloggers, Six Apart creates meaningful experiences for people interested in women’s lifestyle, sustainable & healthy living, home, entertainment, gaming, and technology. Founded in 2001, Six Apart is a global company headquartered in San Francisco with offices in Tokyo and New York City. Learn more at www.sixpart.com.
About NaturalPath Media
NaturalPath Media is the largest online media network for the sustainable, healthy and conscious living verticals. With over 200 premium publishers, NaturalPath Media connects advertisers and audiences by delivering integrated and customized marketing campaigns. Learn more at NaturalPathMedia.com