Federated Media Publishing acquires Foodbuzz, builds largest foodie advertising network

whole-foodsFederated Media Publishing (FM), has acquired Foodbuzz, a leading online food property. This acquisition brings more than 4,400 independent food bloggers into Federated Media’s advertising purview and allows Foodbuzz to reach more than 14 million unique users per month. Combined with FM’s premier food sites, including Serious Eats and Bakerella, this gives marketers and advertisers a great way to engage with top-quality audiences discussing food.

“There’s a reason so many people share recipes, watch their favorite chefs on TV and talk about where they ate last night,” said Deanna Brown, President and Chief Operating Officer of FM. “Food is a universal topic that everyone loves to discuss. With Foodbuzz, FM can invite brands into the very best of those discussions at significant scale.”

Ben Dehan, the Founder and CEO of Foodbuzz, who is joining the senior management team at FM, said, “When you look at the innovative display-ad units, content marketing and blogger outreach programs created by both of our companies, this combination is a natural fit. The sales teams, product mixes and great bloggers from both FM and Foodbuzz belong together, and we can’t wait to put this new offering in front of the best brands.”

FM has been spreading its wings and this acquisition is just one of several acquisitions/partnerships the company has spearheaded recently. FM recently acquired BigTent, a community platform for local groups, and also acquired semantic-search technology from TextDigger.  In addition, the company is engaged in a partnership with the Clever Girls Collective to reach audiences on more than 1,000 top-quality lifestyle blogs. Together, these deals strengthen FM’s appeal to advertisers looking to reach a wide range of audiences over a variety of channels.