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Alloy Digital Acquires B5Media

Young adult media network doubles down on women's lifestyle content
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Today (Apr. 20), the world of young adult-oriented digital content got a little smaller as Alloy Digital announced their acquisition of the online women’s media network, B5Media.

Alloy Digital, best known for its dominance in the 12-34 year old demographic, attracts over 70 million consumers per month to flagship properties like Gurl and Teen.com and has a powerful video presence (Alloy site Smosh.com boasts over 4.6 million YouTube subscribers) across the Web.

Alloy’s purchase of B5Media effectively doubles down on women’s lifestyle content. Alloy’s CEO, Matthew Diamond notes that the acquisition will allow Alloy Digital to “build on our leading position in the 12-34 demo with content at the center of pop culture and consumer conversation.”

For its part B5Media brings some impressive scale as well in the young women's lifestyle world with sites like Crushable (1.3MM unique visitors), The Gloss (750K unique visitors), and Blisstree (1.0MM unique visitors), which all attract a viewership of 74 percent female or more.

Going forward Alloy look to cross promote their new female-targeted sites with standout properties like Mommyish and Teen.com, while also using B5's content to bolster Alloy's already successful online video network.

Alloy is on something of an acquisition streak. Back in January, the company snatched up the youth-oriented TV/Web production firm Generate. The company also nabbed the sophmoric Web video property Smosh in July of last year.