Alloy Digital acquires Clevver Media

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.

Want to read more articles like this one? SUBSCRIBE TO VARIETY TODAY.
Post A Comment 0

Leave a Reply

No Comments

Comments are moderated. They may be edited for clarity and reprinting in whole or in part in Variety publications.

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More Digital News from Variety

Loading