Hearst acquires Kaboodle.com

Share this content:

Hearst Corp. has continued its recent Web-platform shopping spree with the purchase of Kaboodle Inc.

Santa Clara, CA-based Kaboodle is a shopping and social-networking site where users can browse products and share recommendations. The site has 250,000 registered users and hosts more than two million unique visitors each month.

Kaboodle founder/CEO Manish Chandra will remain in charge of operations at the site, but he will be reporting to Hearst Interactive Media and Hearst Magazines Digital Media.

Hearst has insisted that the shopping site will run as a separate entity from Hearst, free to explore partnerships with other media companies.

Hearst, the publisher of glossies Good Housekeeping and Cosmopolitan, will build pages on the Kaboodle site specifically to feature products from its magazines. Hearst execs have touted "synergy" between Kaboodle, Hearst magazines and Hearst-branded sites as a driving force behind the acquisition.

Hearst has been amassing a variety of sites lately, including its July purchase of UGO.com, a male-targeted site that focuses on games, movies, women and comic books. Hearst acquired eCrush.com, eSpin.com and HighSchoolStyleBoard earlier this year, all in a push to grow Hearst Interactive Media. The company currently holds around 50 Web site investments.

The sales team at Hearst will sell Kaboodle in packages with other media properties and as a standalone entity. The publisher plans to push the site to readers via special buying guides featured in its print titles.

Kaboodleáwill continue to generate fees through advertisements.

close

Next Article in Direct Mail

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above