Digital studio manages celebs' digital footprints

Digital content studio EQAL has been acquired by Everyday Health.

The combination of the companies brings together EQAL’s expertise as a manager for the digital footprints of celebrities from Jennifer Lopez to Bethenny Frankel with the reach of Everyday Health, which owns 25 digital properties across the health and wellness categories.

EQAL’s expertise in scripted content, branded communities and social media will be brought to bear across some of the major brands Everyday Health represents in consumer packaged goods and retail.

“We’ve done it some of ourselves, but we think these guys can help us take it to the next level,” said Everyday Health CEO Ben Wolin.

Conversely, the celebrities repped by EQAL online will be able to spread their influence at greater scale given the over 38 million consumers Everyday Health reaches.

Everyday Health also announced that “Recipe Rehab,” a series from the company’s YouTube channel, is being licensed to ABC TV stations in 95% of the country on Saturdays following “Good Morning America” beginning Oct. 6. “Rehab,” which encourages viewers to make healthy lifestyle choices, is produced by Everyday Health and Trium.

EQAL will continue under its own name as a division of Everyday Health, with founders Miles Beckett and Greg Goodfried continuing to lead the organization. EQAL first rose to fame in 2006 as the creators of seminal digital content productions including Lonelygirl15 and Harpers Globe, an extension of the CBS series “Harper’s Island.”

Financial terms of the deal were not disclosed.

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