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Say Media Acquires Dogster To Build Out Lifestyle; More Deals Coming Soon

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Social media marketer Say Media has acquired “pet lifestyles” blog network Dogster as part of a larger strategy to buy and build content sites around consumers “passions.” Terms of the deal weren’t disclosed. In an interview with paidContent, Troy Young, Say Media’s president, said that the deal also represents the evolution of the former Videoegg ad network into a fuller media company that connects advertisers to social media sites.

Say Media was formed last fall when Videoegg acquired blog network Six Apart. VideoEgg has raised about $30 million in the past five years from investors such as WPP Digital and Focus Ventures, and is planning to raise another round in the next three-to-five months, Young said, adding that Say Media is cash flow positive and has revenues of over $100 million.

“We’re investing back in the company, but we plan to do a big round to support more acquisitions,” Young said. “This is the first of many.”

The addition of Dogster, which includes a site of the same name and another called Catster, is the start of what Say Media intends as a lifestyle network around consumers “passions,” such as pets. Advertisers are naturally looking for communities they can reach and Say Media believes it can connect them.

In addition to pets, the women’s lifestyle category is an obvious one to get into, though networks like Glam Media, Federated Media, Martha Stewart Living, and iVillage and many other established media companies have been targeting female-focused content for some time. Still, there’s always room on the internet, and Say Media is already working with former magazine editor and current satellite radio talk show host Jane Pratt on building a women’s vertical around her.

Dogster had already been one of the sites in Six Apart’s network, plus like Say Media, it’s from San Francisco. There was an existing relationship between the two already. In terms of the next acquisitions, Young said that the company would just as likely be looking outside its site network as it would consider those within.