It's the latest purchase for young adult-targeted Web portfolio
Alloy Digital has acquired Clevver Media, continuing an acquisition binge of Web properties catering to the 12-34 demographic.Six-year-old Clevver owns seven YouTube channels focused on entertainment news for young auds for nearly 1 million subscribers and 1.16 billion video views. That will bring the YouTube sub base for Alloy properties to 8 million, more than any one content company possesses. Alloy is owned by ZelnickMedia, which sold its TV production unit last week to Warner Bros. Television Group. In the last year, the company has bought Smosh, another leading YouTube channel; B5 Media, a network of websites publishing content in the women’s lifestyle category; and Generate, a digital-minded studio that gives its new parent company in-house production capabilities to meet the demands of its growing reach. Alloy president Jordan Levin, who came over with the acquisition of Generate earlier this year, described the purchase as a move to fortify Alloy’s position atop the Comscore Media Metrix index ranking young auds. “If you need to reach consumers in the 12-34 demo with scale online right now, there’s not many choices,” he said. “Most roads lead back to Alloy.” Clevver co-founders Michael Palmer and Jorge Maldonado will remain with the company and continue to run its channels. Financial terms of the deal were not disclosed. Alloy CEO Matt Diamond says there are more acquisitions to come.
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