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
Digiday+ Research: Publishers pull back their dependence on digital revenue
After a year in which publishers shifted their revenue dependence away from traditional channels and toward digital channels, 2025 has seen a shift back toward more of a balance between traditional and digital revenue sources.
LinkedIn makes it easier for creators to track performance across platforms
Creator data is becoming more accessible to third-party vendors via a new API — another step in LinkedIn’s creator platform evolution.
Ad Tech Briefing: The ‘plumbers’ posing as the unlikely saviors of the internet
After several false dawns, can Cloudflare’s ‘anti-AI scraping tool’ finally offer publishers a road to commercial redemption?