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In a deal to pursue multimedia opportunities beyond its traditional print platforms, Time Inc. has acquired HelloGiggles, the pop-culture, beauty and lifestyle website that promotes a positive community for women.
HelloGiggles was founded in 2011 by Sophia Rivka Rossi, Molly McAleer and actress Zooey Deschanel. The website provides positive, empowering and funny stories to its readership in the form of written articles, podcasts, daily videos and live monthly events. With headlines like “feminist t-shirts to fulfill all your feminist t-shirt dreams” and “start your week right with these amazing documentaries about badass women,” HelloGiggles supports female talent and gives millennial women a space for uninhibited expression.
The acquisition is Time Inc.’s latest move in a series of digital ventures, as the publishing company has been investing in small, high-growth digital entities in order to appeal to millennial audiences. Over the past year, Time Inc. launched The Snug (a decor site for millennials), MIMI (a social-first site for beauty) and The Drive (a car culture site for the under-35 crowd). HelloGiggles, the company’s latest bet on a digital-only brand, will be folded into Time Inc.’s People and Entertainment Weekly group.
“This is a great deal that will build our business and create deeper connections with consumers,” said Time Inc. spokesperson, Jill Davidson. “HelloGiggles has a very strong and scalable contributor network, a very authentic and trusted voice, and we’re going to work together with them to expand into other areas of content and media.”
Specifically, Time Inc. is planning to expand HelloGiggles’ content across video, television and film outlets.
“With its passionate, highly-engaged audience and quality editorial voice, HelloGiggles is a great fit for our entertainment portfolio, which includes People and Entertainment Weekly,” said Time Inc. Chairman and CEO, Joe Ripp, in a statement. “We see the opportunity for HelloGiggles to continue to evolve and grow as a multimedia content business. The site provides strategic benefits including a contributor network that unlocks access to a new pool of editorial and creative talent, an expansive audience of highly-engaged consumers and experience in branded and native content solutions.”
In September, HelloGiggles.com attracted 11 million unique visitors. By comparison, People saw 24 million unique visitors and Entertainment Weekly drew 18.6 million unique visitors in the same month. Since mid-2015, People and HelloGiggles have partnered to bring custom integrated advertising packages to market.
HelloGiggles will retain its name and continue to operate independently, remaining in its Los Angeles headquarters. Sophia Rossi will remain the CEO of HelloGiggles and Zooey Deschanel will remain as the site’s Chief Creative Officer. The financial terms of the deal weren’t disclosed to the public.
