Group Nine, the media organization that specializes in digital video, will acquire PopSugar, the digital lifestyle brand, the company announced today. It’s unclear whether there will be layoffs as a result of the merger.

Group Nine already includes brands NowThis (news), The Dodo (animals), Thrillist (food and travel) and Seeker (tech). PopSugar will be its fifth stand-alone brand, with full editorial control, after the deal closes, which is expected within 40 days. Financial terms of the all-stock deal were not disclosed, but The Wall Street Journal, which broke the story, valued PopSugar at more than $300 million.

The combined company, which will fit under the Group Nine portfolio,…


This is only a snippet of a Marketing Article written by Sara Jerde

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