Six Apart, the company behind TypePad, has announced the acquisition of NaturalPath Media, an online ad/media network geared toward "sustainable, healthy, and conscious lifestyles." Some of its more popular sites include: DrGreene.com, GreenLivingIdeas.com, ScientificAmerican.com and EcoSalon.com.
NaturalPath claims to be the largest green and healthy living network, and tells publishers to "capture premium and values-driven advertising dollars", while telling advertisers they can engage with over 18 million conscious consumers and align their brands with "leading voices in green and wellness." Six Apart already claims to be the #1 blog property in the U.S., citing comScore data putting it at nearly 90 million sites.
"NaturalPath Media is a valuable addition to the Six Apart Media network and strengthens our ability to help marketers reach highly influential green and healthy living consumers while they are engaging with content and conversations that are important to them," says Six Apart CEO Chris Alden. "By joining the Six Apart Media program NaturalPath Media publishing partners will be able to generate more revenue and increase traffic through our innovative conversational marketing programs which are sponsored by well known brands seeking to build awareness for their sustainability and cause-driven initiatives."
Last month Six Apart launched TypePad Conversations, a feature for blogs, which injects sponsored comments into conversations on the blogs. The company works with what it considers "leading voices" in a given category to come up with questions that are syndicated to "influential" bloggers, who post their answers on their blogs. Dr. Greene.com will be the first Natural Path Media publishing partner to launch TypePad Conversations. Natural Path calls this an integral part of an upcoming ad campaign.
"We're thrilled to be the first NaturalPath Media blogger to participate in TypePad Conversations," said Cheryl Greene of Dr. Greene.com. "This is a terrific way for us to grow revenue and drive traffic while inspiring our audience to participate in authentic conversations on topics that they are passionate about."
Financial details of the acquisition have not been disclosed.