RockYou Media has acquired millennial parenting web site Mother.me from Whalerock Industries, because it continues to roll up digital-media properties.
The newest buy by RockYou follows its acquisitions this 12 months of feel-good-focused LittleThings and CafeMedia’s CafeMom, MamasLatinas, Revelist and BabyNameWizard. With the addition of Mother.me, the corporate will possible rank fifth in comScore’s Household and Parenting class inside the subsequent 60 days, in accordance RockYou Media CEO Lisa Marino (pictured above).
“In a short while, Mother.me has grown their viewers and created a trusted, fashionable, and culturally related vacation spot for millennial mothers and moms-to-be,” Marino stated.
With the acquisition, Mother.me managing editor Laura Frank will transfer into a brand new function overseeing RockYou’s parenting web sites, together with Mother.me CafeMom and BabayNameWizard. “There’s quite a lot of worth in protecting the life cycle of parenting,” Marino stated. Anne-Marie O’Neill, Mother.me’s founder and GM, is remaining with Whalerock.
RockYou’s take care of Whalerock closed on Monday, Sept. 17. RockYou additionally acquired Purple Clover, a way of life website centered on 50-plus adults, beneath the deal. Monetary phrases weren’t disclosed.
Mother.me and Purple Clover have averaged about four million-5 million month-to-month distinctive guests, with 80% of that coming from Mother.me, based on Marino.
L.A.-based Whalerock Industries, headed by CEO Lloyd Braun, is a manufacturing and media firm that has developed apps and digital properties with celebs together with the Kardashian and Jenner sisters; Ellen DeGeneres; and rapper Tyler, the Creator.
RockYou is trying to make additional acquisitions within the close to future and is in talks with a number of Hispanic-focused media manufacturers to construct on the MamasLatinas web site it now owns, Marino stated.
Based in 2005, RockYou’s roots are within the video games enterprise. It operates a portfolio of cellular and Fb sport titles, run out of its studio in India, together with “Warfare of Nations,” “Bakery Blitz,” “Zoo World,” and “Gardens of Time.”
The video games nonetheless generate quite a lot of income however RockYou is now centered on constructing out the digital-media facet of the enterprise. RockYou’s sport titles got here by means of acquisitions, and “we believed we may apply that enterprise methodology to conventional digital media,” stated Marino.
Whereas RockYou isn’t concentrating on distressed belongings per se, Marino stated there are quite a few web sites that merely can’t attain sufficient scale to show a revenue. “Let’s be sincere: digital media is challenged in the intervening time,” she stated. “You’ve quite a lot of these firms which have been super-engaged audiences however the price of content material is just too excessive and so they don’t have scale. What finally ends up taking place is that they form of get caught.”
The corporate has a playbook for the right way to flip media web sites cash-flow worthwhile inside 90 days, based on Marino. That entails transferring the brand new property onto RockYou’s advert system to enhance monetization and lowering content material prices by getting the precise stability between freelancers and full-time staff in addition to transferring video enhancing and different post-production to the corporate’s Thailand workplace.
“LittleThings had been closed for six weeks after we purchased it,” Marino stated. In April, LittleThings’ income was roughly $50,000; in September, it’s on monitor to generate virtually $1 million, she stated.
RockYou’s take care of CafeMedia for the 4 web sites closed in June. New York-based CafeMedia is targeted now on creating AdThrive, its ad-monetization platform for small and midsize digital publishers.
Throughout all platforms, Mother.me has greater than 7 million followers. The location includes a each day mixture of parenting information and dialog (current tales embrace “Why We Solely Have Intercourse When Our Youngsters Aren’t Residence,” “Mother Begins Twitter Warfare After Blaming Males for Undesirable Pregnancies,” and “Kristen Bell Admits to Smoking Weed in Entrance of Her Sober Husband”). The location additionally produces a mixture of short-form viral content material, longer-form collection and branded content material. Mother.me runs an influencer community of greater than 200 creators who produce each day posts and movies.
“One of many causes we actually preferred Mother.me was they attain a youthful mother, whereas CafeMom is for the older mother,” Marino stated.
With Mother.me and Purple Clover, Whalerock had a syndication take care of Microsoft’s MSN. Marino hopes to develop that deal to syndicate RockYou’s different content material to MSN.
She added that the take care of CafeMedia “introduced us an ideal direct-sales group, and we are able to leverage that for Mother.me and LittleThings.” As well as, RockYou now owns the mother.com area title (beforehand owned by CafeMedia, it redirects to a CafeMom web page), which Marino sees doubtlessly changing into a helpful vacation spot in its personal proper.
RockYou’s traders embrace Columbia Capital, DCM Ventures, Rembrandt Enterprise Companions, SoftBank Capital, SK Telecom Ventures, Sequoia Capital and Lightspeed Enterprise Companions. The corporate has about 300 staff worldwide, together with 150 in Bangalore, India, 90 within the U.S. and about 50 in Bangkok, Thailand.