Populis to buy blog network for €6m


17 Jan 2011

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Dublin-headquartered content-on-demand company Populis has confirmed today it is buying international blog network Blogo for €6m.

Blogo has more than 250 bloggers covering 70 subject areas, including motoring, finance, arts and sport, and audiences in the UK, France, Spain, Italy and Brazil. The network produces about 100m page views every month on its blogs, including Dasmarias in Brazil, Cotilleoblog in Spain, Autosblog in France, TwoWheels Blog in the UK and Tvblog in Italy.

Populis is acquiring Blogo from Italian web publisher Dada, which is part-owned by RCS MediaGroup, an international multimedia publishing group listed on the Italian stock exchange. The acquisition is expected to be completed next month.

Populis, which was rebranded from GoAdv in October 2010 and has 500 media properties, including Excite Europe, Better Deals and Nanopublishing, said the acquisition will provide the group with a high volume of quality multilingual content in five key countries, bringing its content production to 35,000 items every month to 24.8m unique monthly users. 

It said Blogo would increase its international marketshare, content production and revenue streams significantly, as well as opening up the South American market. Populis will retain Blogo’s office in Milan along with its international team of 16 content and social media experts, which will add to the group’s team of 130 in Dublin, Rome and Milan.

“Adding Blogo to our portfolio of media properties has reinforced our position as international leader in multilingual content on demand,” said Luca Ascani, president and co-founder of Populis. “With strong organic growth and an innovative acquisition strategy, we are now able to cover new categories, such as the highly popular automotive sector and new territories such as Brazil, a key target for Populis in 2011.”

“A deep understanding of the crowd-sourced content market place and unrivalled positioning in Europe as leader in content on demand makes Populis the perfect partner for Blogo to fully reach its potential internationally,” said Marco Magnocavallo, CEO and co-founder of Blogo.  

Article courtesy of Businessandleadership.com