ZoomerMedia has made its fourth acquisition in less than two years, buying Museland Media and its classical music website Ludwig Van.

Started in 2017, Ludwig Van has since grown to one of Canada’s largest digital publications focused on classical, opera, chamber and choral music. It has over 65,000 monthly readers for its news, reviews, commentary and interviews.

The acquisition is valued at $1.1 million, comprised of $700,000 cash on closing and a $400,000 vendor note at 5% interest annually, with the principal repayable in 3 years.

ZoomerMedia said in an announcement that the acquisition broadens its scope into arts and culture, specifically when it comes to classical music, which has become more and more absent from mainstream publications and broadcasters. It also pointed to the site being complimentary to The New Classical FM, which ZoomerMedia acquired in 2006 and is now Canada’s only all-classical radio station, as well as concerts it has aired from Zoomer Hall, a venue within its offices in Toronto.

This is the latest in a series of acquisitions made by ZoomerMedia to expand its audience and create a more fulsome audience offering for advertisers, focusing on digital-first properties. After acquiring BlogTO and Daily Hive last year, it acquired business-focused news platform The Peak last week.

Moses Znaimer, ZoomerMedia’s founder, president and CEO, said the Ludwig Van acquisition is part of expanding the company’s network into subject-specific content, after looking at more youth-focused city news sites last year.

“Even as everyone else is cutting back on coverage of the arts, we intend to step up ours,” Znaimer said.

Michael Vincent, founder of Ludwig Van, said the acquisition will allow the site to access greater resources that will help it better deliver on its arts and culture coverage. In a story about the acquisition on the Ludwig Van site, Vincent said the site will “amplify our content and start rolling out new podcasts, videos and more original features.”

“I started Ludwig Van in 2017 with the mission to keep arts coverage alive and change how media companies operate,” he said. “This alliance will empower us to create unparalleled arts media content, setting a new benchmark in Canada. The anticipation of what we are poised to achieve together is truly extraordinary, and I can’t wait to get started.”