The Dodo, a new digital media site with a focus on animals, has raised $4.68 million with backing from Discovery Digital. Initial investors SoftBank Capital, Greycroft Partners, RRE Ventures and Lerer Ventures were part of the round, as well.
"We couldn't be more thrilled and excited to be working with Discovery," The Dodo co-founder and editor at large Izzie Lerer said in a statement. "There is no company that has done more to put animals front and center—they've made animals the focus as opposed to a fringe topic."
Lerer is the daughter of BuzzFeed chairman and Huffington Post co-creator Ken Lerer, also the co-founder of the venture capital fund with the same name.
The Dodo's website notes that people's attitudes about animals are changing, and it wants to create an "unprecedented community" of animal lovers. "We’re witnessing a profound shift in the way people regard animals. They matter more to us now," the site states. "The Dodo will channel this shift every day by covering the most important and fascinating stories including photos, videos, Vines, etc."
The Dodo bills itself as the first media company built entirely on RebelMouse, a socially plugged-in content platform. Discovery Digital will test ways to use RebelMouse to distribute content, as well, the press release said.
RebelMouse software helps sites like The Dodo operate without a dedicated web production team while creating "content experiences that live simultaneously across social, mobile and web channels and build an engaged community," according to the company.