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NEW YORK AOL made the first major purchase of a blog media company, striking a deal to pay an estimated $20 million for Weblogs Inc., a collection of 85 niche Internet sites on topics like gadgets, baby care, films and video games.
Santa Monica, Calif.-based Weblogs will become an AOL subsidiary when the deal closes next week, and the portal will promote the blogs in its various online channels. For instance, the AOL Autos section will drive traffic to Weblogs’ Autoblog and the AOL personal technology section will feed Engadget.
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