People Inc. acquires Feedfeed

"This deal is different, People Inc. CEO Neil Vogel tells Axios. People Inc. will instead be taking Feedfeed's model of leveraging a strong network of top social influencers for distribution and monetization, and bringing it to other categories within the People Inc. portfolio, such as beauty, style, travel, home, entertainment and possibly health and finance. "We're buying Feedfeed in part because we have a lot to learn from them," Vogel says."

"Feedfeed will retain its branding with the deal, Vogel notes. All of Feedfeed's roughly dozen employees will become People Inc. employees, and all of its media assets will be owned by People Inc. Feedfeed will roll up under People Inc.'s food and drink vertical, which is led by group manager and senior vice president Eric Handelsman. Bringing it closer to People Inc.'s portfolio will help to expand its lead in cooking content, he said."

"Handelsman oversees People Inc.'s existing portfolio of food and drink publishers - one of the largest in the country - which includes household brands such as Allrecipes, Food & Wine, and Serious Eats. "We are the largest publisher of food content online, and Feedfeed instantly strengthens our reach and influencer marketing capabilities, providing a proven playbook to enhance social and influencer offerings across People Inc.," Handelsman said in a statement."

People Inc. acquired Feedfeed to incorporate a robust influencer-driven distribution and monetization model across its broader content portfolio. The acquisition will keep Feedfeed's branding and convert its roughly dozen employees into People Inc. staff, with all Feedfeed media assets now owned by People Inc. Feedfeed will join the company's food and drink vertical led by Eric Handelsman. The move aims to expand People Inc.'s lead in cooking content and apply Feedfeed's influencer playbook to categories like beauty, style, travel, home, entertainment, and potentially health and finance. Financial terms were not disclosed.

Read at Axios