Summary:

Demand Media (NYSE: DMD) rival Populis is continuing to build up its non-English blog network and publishing business through acquisition, t…

Populis

Demand Media (NYSE: DMD) rival Populis is continuing to build up its non-English blog network and publishing business through acquisition, this time expanding out of Europe in to Latin America.

The Dublin- and Rome-based company is buying Cidade Internet, a Brazilian portal which publishes 10 popular websites and other blogs inluding Fofocando, Automovel and Das Marias.

Formerly known as GoAdv, Populis operates the Nanopublishing and Blogosfere blog networks, has built up through acquiring Italy’s Blogo.it network from Dada, Germany’s Mokono network. It also owns Excite Europe, the Better Deals repository of user-created consumer guides and the Koego blog platform. In all, the company sels ads against the thousands of articles contributed by its hundreds of users each month across what is now a portfolio of several hundred websites.

Brazil’s consumer internet economy is taking off, with online ad spend surpassing that in the UK in 2011 (source and more data: IAB Brasil).

Cidade’s properties will be fully integrated under the Populis banner. Populis is gaining Cidade’s Rio and Sao Paulo offices, intends to open another this year and add 30 staff.

By trying to operate so strongly in non-English languages, Populis claims to avoid the “Demand Media clone” tag – complementarity that could ultimately make for an exit to such a group.

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