TechMedia Network, the digital tech and science publisher, announced yesterday that it has acquired Bestofmedia Group for an undisclosed sum, adding three new tech publications to its roster.
The acquisition presents an opportunity to leverage TechMedia Network’s commerce functionality with Bestofmedia’s community brands, making clear that TechMedia Network’s definition of digital media is vertical media. I gave Greg Mason, the CEO of TechMedia Network, a call this morning to get some more details on the deal.
TechMedia’s e-commerce site TopTenREVIEWS currently drives 1 million purchases per month, a rate it hopes to see jump when sales are integrated with Bestofmedia’s sites, Tom’s Hardware, Tom’s Guide, and Tom’s IT Pro. The goal is to nestle content, advertising, community, and purchase recommendations into one money-making user experience.
The question is how to convert Tom’s readers to sale. Pairing content with commerce on a site like TopTenREVIEWS, when the reader is already looking to make a purchase, is much easier than moving a user from content to purchase when they aren’t necessarily in the mindset to buy.
TechMedia Network’s solution is pretty simple: use TopTenREVIEWS.
The Tom’s sites currently engage in commerce to the extent of linking through to merchants. Mason said the newly acquired sites would likely have more direct linkage from product reviews and feature stories to TopTenREVIEWS’ review platform, which is already effective at converting consumers to sale.