Media Company Extends Its Teen Reach

NEW YORK Alloy Media + Marketing said it has expanded its youth-skewing online network this week by buying Sconex, a social networking site for high school students, for more than $6 million.

The acquisition gives the New York-based Alloy, which has 4 million monthly visitors, access to Sconex’s 500,000-plus registered users. Sconex founder Josh Schanker will continue to run the network as an Alloy employee. The start-up stands to make more money if additional performance goals are met.

Sconex currently receives some advertising, but that model will change under Alloy, a representative said, though she declined to comment further. Alloy’s clients include Procter & Gamble, Schick and Nintendo, among others.

Started in late 2004, Sconex was designed to let high school students post their class schedules, make photo albums, blog and leave notes on their friends’ “blackboards.” The site was also instrumental in fostering a strike at DeWitt Clinton High School in the Bronx, N.Y., last September that led to a sit-down meeting between students and school administrators on the subject of newly installed surveillance cameras.