Woven Digital Acquires HitFix

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Woven Digital has acquired multiple new-media outlets in the past four years: BroBible, Guyism, BroTips, Animal New York and Uproxx.

Woven Digital, a new-media company partially owned by Shari Redstone's Advancit Capital, UTA and the San Francisco 49ers NFL team, said Tuesday it has acquired HitFix, an entertainment fan site for 19- to 34-year-olds.

Financial terms of the deal weren't disclosed.

Woven Digital started as an ad network in 2011, but since then has morphed into a male-centric media company through the acquisition of several websites that appeal to men.

In all, Woven Digital has acquired seven new-media outlets in the past four years: BroBible, Guyism, BroTips, Animal New York, Uproxx, Dime and HitFix, the last being the only property that doesn't specifically target young men, though its traffic is skewed toward that demographic, in part due to its expansive coverage of superheroes.

Woven Digital raised $18 million in Series-A funding in December 2014 and nine months later co-founder Scott Grimes stepped down as CEO and became president and chairman. Colin Digiaro, a MySpace co-founder, took over as CEO.

Digiaro said the focus of Woven Digital today is the creation of short-form documentaries across its websites. A Guns N' Roses series, for example, was created for Uproxx, while Uncharted is a series about young, undiscovered musicians that is across all of Woven Digital's sites.

 

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