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Summary:

Career networking site LinkedIn is reportedly buying news aggregation app Pulse. The move comes at a time when LinkedIn is attempting to expand its content offerings.

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LinkedIn is buying the news reading app Pulse, AllThingsD reported Monday afternoon. The reported purchase price is between $50 million and $100 million. GigaOM’s Om Malik previously spoke with sources who said that Pulse and other buyers were talking about a purchase price at the high end of this range.

“We don’t comment on rumors or speculation,” LinkedIn spokesman Hani Durzy told me. Pulse has not yet responded to a request for comment.

The San Francisco-based Pulse, founded in 2010, has over 20 million users across its web, iOS and Android apps. The apps pull in news from different verticals and arrange it in a graphical interface. Users can also subscribe to RSS feeds, save content to read later, and share stories. Last summer, Pulse partnered with the Wall Street Journal to make the newspaper’s paid premium content available through its app.

The reported acquisition comes at a time when LinkedIn is trying to beef up its content offerings. The career networking site already aggregates personalized news feeds for its users, and it rolled out a blogging platform last fall.

  1. This shows exactly what LinkedIn brings to marketing. As the world’s resume and recruiting database, they are in an ideal position to analyze what content interests their members and build out profiles that are incredibly rich and relevant for marketing.

    We wrote up our thoughts here: http://successfulworkplace.com/2013/03/12/linkedin-buys-pulse-and-steps-closer-to-being-a-content-site/

    We’ll continue to see these moves as the Internet’s real power is in marketing, which is driven by constantly improving, individualized data.

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