Say Media continued its efforts to remake itself from ad network into a new-style digital media company with the acquisition of home design blog Remodelista.
Troy Young, president of Say Media, said the company would acquire 40-50 sites over the next few years, while launching an undetermined number of its own along the lines of XOJane.
“The formula is to find people really connected to the community where they have a real authentic point of view,” he said.
Remodelista is run by a quartet of design bloggers. The site was begun four years ago. According to Quantcast, it attracts about 175,000 visitors per month, about 128,000 of which are from the U.S.
The jury is still out on whether Say can build that kind of audience on its own. XOJane is still new. Young notes that posts regularly get more than a dozen comments, with some reaching the hundreds. It remains too small for Quantcast to measure it.
“This isn’t Glam,” Young said, referring to the women-focused ad network. “We’re really interested in people who are authentic.”
More in Media
Amazon expands media footprint with iHeart sales deal and new TV outcome tool
Amazon is deepening its role in streaming advertising with an expanded iHeartMedia sales deal and outcome-based TV buying technology.
Media Briefing: Inside publishers’ real Cannes agenda – AI money vs agentic hype
For publishers, Cannes this year isn’t just about showing up for clients and sponsors. It’s a mid‑year checkpoint on two hard questions: who is going to pay for the open web in an AI world, and whether agentic media buying is a real fix or just a freshly branded ad‑tech tax.
Forbes tests a creator-led audience play to grow off-platform reach
Forbes is yet another publisher tapping creators and their audiences to drive off-platform growth – with a slightly different structure.