Small is the new big, according to Internet consultant Seth Godin, whose marketing manual of the same name will soon appear in paperback. The theorem seems to hold up for two locally home-grown Web content plays that have both been acquired by publicly traded companies.
Cincinnati-based media company EW Scripps is acquiring user-generated Web site Recipezaar and Local.com has announced it will take on PremierGuide, a network of online business directories.
“PremierGuide has built up a large publisher network with a product that serves a complementary segment of the regional media market to our LocalConnect™ platform,” said Heath Clarke, Chairman and CEO, Local.com. “In addition, utilizing our superior search monetization, we expect additional fourth quarter revenue growth and margin contribution as we deploy new content and advertiser listings across the network.”
“We are very pleased to be joining forces with Local.com and look forward to working with this exceptional team. Local.com’s product development expertise, comprehensive local content and better monetization should provide immediate benefit to our customers,” said Malcolm Lewis, CEO, PremierGuide. “We expect to deliver enhanced local search products to the regional media market nationwide.”
Recipezaar allows people to post recipes online. It’s collection includes 230,000 recipes and the site received 2.5 million visitors last month.
This is the first acquisition for Scripps Networks, the largest division of EW Scripps, which includes HGTV, the Food Network and Great American Country. Scripps Network’s executive vice president Ron Feinbaum says tThe move will reportedly increase the company’s market share in the online food sites from 15 to 19%.
Recipezaar is based in Seattle and was founded in 1999 by former Microsoft employees Gay Gilmore and Troy Hakala. [24×7]