] HipMojo.com » Hearst Magazines Acquires RealAge - “ties the score”

Hearst Magazines Acquires RealAge - “ties the score”

Hearst Magazine last year bought eCrush, “putting points up” in the teen category.

Then, earlier this year, it bought UGO, which was clearly making a footprint in the online men’s space.

Today, it goes back to its roots and acquires Real Age, a site with a remarkably similar women’s skew as its Hearst magazines readership… since, like we all know, men don’t read magazines anymore.

The love fest from Real Age to Hearst:

“With its enormous audience of women, Hearst is the perfect partner for RealAge,” said RealAge Founder/CEO Charlie Silver.  The intersection of demographics and content between the two companies provides for powerful cross-promotion opportunities that will enable us to extend our tools and expertise to a bigger audience.”

Hearst returning the favor:

RealAge was founded in 1999 by Charlie Silver and Michael Roizen, MD. The company delivers highly-targeted health and wellness content, along with complementary advertising, to consumers who have taken the RealAge
Test – the first scientific, patented measurement of the age of your body.  Based on an analysis of more than
25,000 medical studies, RealAge identified 125 factors that influence the rate of aging – many of which can be changed.

The company then developed the RealAge Test and website, www.realage.com, and Dr. Roizen wrote RealAge: Are You as Young as You Can Be?  The book was embraced by Oprah Winfrey and quickly became a No. 1 bestseller, providing national recognition for the RealAge brand.

Oprah, need we say more?  Rafat Ali says the deal might have been a $100M one, possible if Real Age indeed made $20M a year in revenues, making it a 5x on sales.

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Posted By: Ashkan Karbasfrooshan | Sep 17th

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