Evolve Media adds beauty site

Details on the third acquisition in five months for the publisher.
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Evolve Media is expanding its suite of beauty-focused sites with the acquisition of Total Beauty Media Group.

The acquisition, which includes sites TotalBeauty.com and Beauty Riot is part of a strategy to offer more breadth to advertisers working with the publisher, says Walder Amaya, EVP of international sales and operations at Evolve Media.

TotalBeauty.com has 263,000 monthly unique visitors, according to comScore numbers from January provided by Evolve Media. When paired with TheFashionSpot.com, another Evolve property that falls under its lifestyle division TotallyHer Media, the sites combined have 644,000 monthly unique visitors.

“With the addition of Total Beauty, paired up next to The Fashion Spot, this allows us to create a better offering to advertisers by offering a larger scale,” Amaya says.

Ad opportunities for TotalBeauty.com include standard IAB ad units and sponsored posts with the opportunity  for video integrations. Amaya says that there are plans within the next few months to give the site more of a global presence, including creating Canadian-specific editorial and running branded programs with Canadian clients. The site targets beauty-conscious women with a median age of 30 to 35.

It’s the third acquisition in five months for the publisher with sales teams in Toronto, U.S., U.K. and Australia, following Dogtime Media and AfterEllen.com.

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