ZoomerMedia acquires BlogTO parent Freshdaily

The 45-plus focused media company aims to diversify its audience and provide more cross-selling opportunities for advertisers.
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ZoomerMedia is diversifying and expanding its audience by acquiring Freshdaily, publisher of local, youth-friendly site BlogTO.

Financial terms of the deal, which includes all shares of Freshdaily, were not disclosed.

Launched in 2004, BlogTO is a news and lifestyle site that has become known for its coverage of Toronto-area news and trends, its social media-friendly headlines and guides to local businesses.

“You can imagine how combining our capabilities with the resources of ZoomerMedia will allow us to grow, evolve and continue to shine a light on the best city in the world,” Tim Shore, founder of BlogTO, wrote in a post made to the site this morning.

ZoomerMedia was founded in 2008 as a multimedia company that provides content to Canadians over the age of 45. Its holdings stretch across TV channels, radio stations, magazines and trade shows, including VisionTV, ONETV, The New Classical FM, ZoomerRadio and its flagship magazine Zoomer.

ZoomerMedia founder and CEO Moses Znaimer also says ZoomerMedia has been “edging” its full portfolio into the digital domain, but BlogTO vastly boosts its online audience. The site brings in over 350 million page views on an annual basis; ZoomerMedia’s other digital properties bring in roughly 50 million annual page views combined. BlogTO also tracks six million unique users monthly.

That newly expanded audience not only diversifies ZoomerMedia’s demographic reach to people under 45, but it allows the company to provide cross-selling opportunities for advertisers looking to reach across age groups on digital and mobile channels, as well as cross-platform opportunities that stretch across digital, TV, radio, print and conference properties. Znaimer says those offerings will be be announced in the near future.

In addition to the additional revenues and cost synergies the deal provides, ZoomerMedia also expects to accelerate the development of daily video content across the company. BlogTO has 2.5 million followers across social channels, with 360,000 on TikTok.