Scripps Buys Cracked.com for $39 Million

Not bad.

E.W. Scripps Company has acquired Demand Media’s Cracked.com for $39 million.

Cracked was founded as a magazine in 1958, while Cracked.com debuted in 2005. In 2007, Cracked folded its print edition.

Scripps said Cracked was profitable and generated about $11 million in revenues last year.

“In this era of fragmentation, you can’t just be middle-of-the-road. You have to be something that consumers love, and people love their Cracked,” said Scrips chief digital officer Adam Symson, in an announcement.