Purch Acquires AnandTech, Dominates Tech Expert and Enthusiast Market

Leading content and commerce company adds respected mobile, computing, and IT reviews site to its brand portfolio

NEW YORK, NY (December 17, 2014) – Purch today announced the acquisition of Anandtech.com, a leader in mobile, computing and IT analysis and reviews. Purch’s industry-leading combination of high-quality content and integrated commerce experiences makes complex buying decisions easy for more than 100 million consumers and professionals monthly. With the acquisition of AnandTech, Purch furthers its mission to simplify purchase decisions for in-market tech consumers by adding one of the most popular computer components, hardware, and mobile reviews sites to a brand portfolio that already includes category heavyweight, Tom’s Hardware.

AnandTech has been at the forefront of the technological evolution, providing groundbreaking reviews and trend coverage of cutting-edge mobile and computing products since Anand Shimpi, one of the tech industry’s most authoritative and respected figures, founded it in 1997 at age 14.

“AnandTech has grown by leaps and bounds over the past several years, but we were nearing what’s possible as an independent company,” said Ryan Smith, editor-in-chief, AnandTech. “The challenge has always been that there are very few players in the publishing space these days who value deep, high-quality content. We wanted a partner that understood our values, had a sound business model to ensure AnandTech’s legacy would continue for years to come, and would allow us to grow and expand our readership without compromising the quality that made us who were are today. Purch provides all of these things. I am beyond excited about what we’ll be able to do with their support.”

“The addition of AnandTech to a brand portfolio that includes Tom’s Hardware, Tom’s Guide, and Top Ten Reviews unquestionably establishes Purch as the dominant provider of in-depth, quality technology content, serving technology buyers who want to ensure the value of their potential investments,” said Greg Mason, CEO, Purch. “Technology manufacturers, too, can be assured that their messages will reach any serious buyer. The two editorial teams represent the finest, most expert group of content talent in the technology space. ”

“AnandTech represents much of my life’s work over the past 18 years,” said Anand Shimpi, founder, AnandTech. “I am happy to see it end up with a partner committed to taking good care of the brand and its readers. I wouldn’t have had it any other way.”

Purch offers brands and advertisers unmatched reach to tens of millions of discerning in-market tech consumers and professionals each month. These tech “enthusiasts” look to the kind of detailed research, benchmark testing, and advice from category experts during their buying process for which Tom’s Hardware and AnandTech are known. Readers trust that advice because it is backed by nearly two decades of testing every mobile and PC component imaginable, and is supported by unprecedented input and guidance from the biggest, passionate community of like-minded enthusiasts.

Purch’s acquisition of AnandTech is the company’s most recent move in a series of strategic acquisitions and partnerships aimed at furthering its mission to ease complex buying decisions for shoppers and deliver branding and performance results to advertisers. In 2013, the company acquired the renowned “Tom’s” brand of tech media sites and, earlier this year, purchased BuyerZone, the leading online marketplace for SMB buyers and sellers. Purch’s ability to trigger buying decisions in an array of product categories is evidenced by the more than 7,000 marketers and sellers that come to Purch to connect with ready-to-buy consumers. Each year, Purch’s content-commerce combination drives more than one billion dollars in commerce transactions.

In addition to the acquisition, Purch is now the number one technology publisher in the U.S., [1] with a global readership of more than 100 million monthly unique visitors.

Terms of the agreement were not disclosed.

To find out more about Purch, visit www.purch.com or follow the company on Twitter, LinkedIn, and Facebook.

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About Purch

Purch is a portfolio of digital brands and services that helps make complex buying decisions easy for 100 million consumers monthly. Its respected sites such as Top Ten Reviews, Tom’s Guide, Tom’s Hardware, and Live Science natively integrate commerce and content in more than 1000 product categories so consumers can make better choices before, during, and after an important purchase.

The company helps marketers achieve their branding and performance objectives in a high-quality, brand-safe context. Its sites connect in-market shoppers with more than 7,000 marketers and sellers, driving industry-leading conversion rates and $1 billion in commerce transactions annually.

Purch is a high-growth, privately held company with more than 350 employees and offices across the U.S. and Europe.

For more information on Purch, visit www.purch.com or follow the company on Twitter, LinkedIn, and Facebook.

[1] Source: comScore U.S. Media Metrix, Tech-News category ranking by unique visitors, PC audience, September 2014

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 Tom’s Hardware has its name and roots in Dr. Thomas Pabst, who was one of the first people to add technology journalism to the Internet as early as 1996.

Back in these early days the site was still called “Tom’s Hardware and Performance Guide” and its domain was sysdoc.pair.com — pair.com being a Pittsburgh-based hosting company. Today’s domain, tomshardware.com, was added on September 11, 1997, followed by additional language versions over time, including German, Japanese, Polish, French, Chinese, Italian, Turkish and others — some operated by Tom’s Guides Publishing, Inc., and others based on franchise agreements.

The German operation test lab resources were the basis for a majority of the website’s content early on, including our real-time stress testing of power supplies, and some of the first overclocking records, like the 5 GHz project using liquid nitrogen.

In 2007, the French BestofMedia Group took over Tom’s Hardware in an effort to grow its publishing business internationally. While Tom Pabst was no longer part of Tom’s Hardware operations, most of the staff and spirit remained. In 2013, BestofMedia Group, including Tom’s Hardware, became part of the US-based Techmedia Network, now known as Purch.

One of Tom’s Hardware’s journalistic milestones were Tom’s findings regarding the Intel Pentium III 1.13 GHz processor, which forced the company to postpone its launch by months. It wasn’t the first time Pabst ran afoul of Intel – his review of the Pentium II made the headlines of The New York Times. Since then, Tom’s Hardware has kept up the tradition with unrivaled technology scrutiny.

Today, when people ask us “Who is Tom?” we are happy to tell them how everything evolved from the spirit and hard work of the visionary Dr. Thomas Pabst, who referred to himself as Tom. At the same time, the impressive growth of Tom’s Hardware and its communities provides an additional reply: “We’re all Tom.”

By Fritz Nelson, Editor-in-Chief, Tom’s Hardware and Patrick Schmid, former Editor-in-Chief, Tom’s Hardware

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The always on technology of mobile is changing consumers’ online habits. When they used to go online to buy a movie ticket, for example, mobile allows consumers to watch movie trailers, look up reviews and then buy a ticket. Or not. This change in habits isn’t lost on one community-based hub; here’s how Tom’s Hardware is increasing engagement without giving up on their core content focus.

Read More: http://www.bizreport.com/2013/04/how-toms-hardware-is-changing-content-creation-engagement.html

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LOS ANGELES–(BUSINESS WIRE)–Tom’s Hardware, the international authority for unbiased, test-based content on new and emerging technologies, today announced unprecedented audience growth, deeper community engagement and more interaction with site content than ever before.

Growth Highlights Include: **

  • Unique Visitors increased 85%
  • 75% increase in Page Views
  • Community Visits up 130%
  • Community Page Views up 153%

 

Due to a combination of expanded coverage into more mainstream technology topics, a broader consumer interest in deeper technology concepts, new enhancements to its publishing and community platforms, and an improved user experience, including new site branding and an optimized reading experience across devices, Tom’s Hardware – published by global media company Bestofmedia Group – is on a trajectory of growth that is outpacing competing sites.

“Over the past several months we’ve sought to improve our readers’ experience by ensuring we are covering the topics they care about most. We’ve maintained our focus on creating the highest quality content in our core areas such as PC components, but also greatly increased coverage around mobile, tablet, automotive tech and other consumer electronics topics. We’ve also seen more and more casual technology consumers develop an interest in the kind of hardcore technology subjects we’ve always covered,” said Chris Angelini, worldwide editor-in-chief, Tom’s Hardware. “This is one of the key reasons why we’ve seen such impressive growth over the past few months. Staying true to the kind of authoritative, in-depth journalism we are known for, but also branching out into new areas of interest.”

Community Platform Features

With more than 3 million active users, Tom’s Hardware has one of the largest registered communities of tech experts and enthusiasts on the Web. The strong growth and deeper interaction of the Tom’s Hardware community is in large part due to recent community platform updates and enhancements:

  • Live-tagging: With 35K new questions a month, navigation is incredibly important to the user experience. The new automatic “live-tagger” feature adds tags to all questions so users can browse through questions and answers easily.
  • Tech Support: The new Tech Support feature is all about finding the “best answers” for each questions, rather than a flow of discussions.
  • Reputation platform: The new platform gives insight into who the best tech experts are in any given category. These users are rewarded with badges from their field of specialty and the best experts are given more credentials in the community.
  • Social: Engaging in the community has never been easier as users can now log in using their existing social accounts and share their questions with their friends.
  • Follow: Users will soon be able to follow the tags they like and receive a personalized feed of information from both the editorial team and the community.

“The Tom’s Hardware community is one of the most valuable and effective destinations on the Web for getting reliable answers to technology questions and issues. Our vast community of experts helps millions of tech-challenged users every month, creating a deep sense of loyalty and value for our visitors,” said Antoine Boulin, president, Bestofmedia Group. “We’re pleased to be able to reward this loyalty with a better user experience, including an ad free environment for registered members while logged in to the community, and look forward to watching the continued growth of the site.”

Tom’s Hardware’s unique approach to authoritative, unbiased and independent content, combined with its robust and informed community, have led to an 80 percent recommendation rate from advertisers, with top ratings in areas such as building awareness, driving traffic to retail locations and websites, and creating purchase intent. Key advertisers on Tom’s Hardware include AMD, CDW, HP, IBM, Newegg and Samsung.

About Bestofmedia Group

Bestofmedia Group, a global media company, is home to the most trusted technology publications in the digital world: Tom’s HardwareTom’s IT Pro, and Tom’s Guide. As one of the top three tech publishers in the world, with more than 40 million monthly uniques, Bestofmedia reaches a passionate audience of in-market tech buyers that range from technology experts and professionals to influencers and enthusiasts.

Bestofmedia Group was founded in 2000 and is headquartered in France. The company has five offices across the globe with media properties operating in eight different languages. For more information visit:www.bestofmedia.com.

*“Tech-enthusiasts” are defined as those who own and use advanced technology products and are highly interested in the theoretical aspects of technology. They want to know how things work, enjoy reading about new products and are willing to pay for top quality electronics.

(Source: MediaMark Research and Intelligence, A Guide to the Attitudinal Questions and Consumer Segmentations Available in Survey of the American Consumer Teenmark and The American Kids Study. In: The MRI Pyschographic Soucebook. New York. August 2009)

** Google Analytics May 2012 thru March 2013

Contacts

PR Contact for Bestofmedia Group
January Machold, 415-378-4046
jmachold@bestofmedia.com

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