Imaginova Nabs Newsarama.com | Adweek Imaginova Nabs Newsarama.com | Adweek
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Imaginova Nabs Newsarama.com

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NEW YORK Imaginova, a digital media company that manages a network of several science and technology-focused Web sites, has acquired Newsarama.com, a news and community site geared to comic book fans.

Newsarama joins Imaginova's growing roster of Web properties that appeal to a male-skewing demographic it refers to as "intellectually curious."

The company's network of sites includes Space.com, which was founded by CNN anchor Lou Dobbs, as well as LiveScience.com and Aviation.com. Though the new acquisition's editorial is not science based, Imaginova CEO and president Dan Stone said that the site reaches a similar audience. Terms of the deal were not disclosed.

"The category we've played in is science and technology," he said. "With this purchase, we are really following our demographic. Newsarama is the entertainment representation of our audience."

Stone said that though Newsarama senior editors Michael Doran and Matt Brady would remain in place, the plan is to expand the site's coverage into related TV and movies, particularly as comic book and science fiction culture become more pervasive in popular culture. That's a trend that is increasingly being recognized by advertisers, which also motivated the Newsarama deal.

"We've always done well with Hollywood," Stone said. "Part of this purchase is a reaction to Hollywood's demand for more ways to directly reach these people."