Apparently SheKnows hasn’t bought every site covering the offspring of the rich and famous…. Time Inc.’s People.com has dove into the acquisition baby boom over stars’ spawn sites by buying CelebrityBabyBlog. In a post on its blog, CBB says not much will change in terms of its interviews and product reviews. But with Time Inc.’s backing, it hopes to begin creating photo galleries and running sweepstakes. Mediaweek adds that CBB will remain standalone for now, but should be integrated within People.com over the next few weeks. Terms of the deal were not disclosed.
Rafat adds: People.com is also looking at adding more such smaller sites in its arsenal, and evaluating a few more acquisitions, we have learned through sources. Meanwhile, also read this perspective from Techcrunch on how FM lost another big blog in its network with this deal…certainly the turnover is low and rare, as these buyouts are exceptions rather than the norm. Also, FM is in the market to buy some of the blogs too, our sources say, to develop some key anchors in the various verticals it is in. As these ad networks become bigger, expect more of them to buying a lot more of the popular consumer-focused blogs.