Six Apart, the world’s leading blogging and conversational media company, today announced the acquisition of NaturalPath Media, the largest online advertising and media network for sustainable, healthy, and conscious lifestyles. [...]
“NaturalPath Media is a valuable addition to the Six Apart Media network and strengthens our ability to help marketers reach highly influential green and healthy living consumers while they are engaging with content and conversations that are important to them,” said Chris Alden, CEO and Chairman of Six Apart. (MarketWire.com)
This seems like a great move by Six Apart, and may help the blog company attract new users upon their respective platforms (especially Typepad who is facing increased competition from Tumblr).
NaturalPath Media may also give Six Apart a way to help bloggers generate revenue upon other platforms, which could help the company maintain relevancy in an age where the blog population is publishing upon Blogger and WordPress.
Six Apart has not disclosed how much they paid to acquire NaturalPath Media, and (unfortunately) the latter is not informing anyone on how much they received from the grandfather of blog platforms (note: although if I had to guess it was between $5-$10 million).
(Hat tip: TechCrunch)