ecorazzi.com :: the latest in green gossip

August 1st 2007

Discovery Channel Acquires Treehugger.com For $10 Million

Filed under: business — michael @ 9:02 am

Discovery means green business.

Leading up to the launch of their Planet Green network in 2008, Discovery had appeared flush in original content, but not so heavy in terms of what they would project online. In an incredible move, it’s now been revealed that Treehugger.com — the number one green site on the Internet — has been acquired for a cool $10 million. From the release,

“The deal brings TreeHugger.com’s rich mix of news, blogs and advice to Planet Green and furthers Discovery’s previously announced goal of developing original programming related to the environment, sustainable development, conservation and organic living. In acquiring TreeHugger.com, Discovery is pursuing its multiplatform strategy of being the leading content provider across nonfiction genres around the world. The transaction will not have a material impact on earnings in year one.

“‘TreeHugger.com is a strategic complement to our digital media portfolio, aligning perfectly with Discovery’s corporate values and the Planet Green initiative,’ said Bruce Campbell, President, Digital Media, Emerging Networks and Business Development at Discovery Communications. ‘Bringing TreeHugger.com into the Discovery family gives it the resources to continue doing what it does best: bringing green living to the masses.’”

After hearing the announcement, I had a quick second to speak with Graham Hill, founder of Treehugger. Here’s what he had to say regarding the acquisition, “I’m really excited. Discovery is an awesome, international brand. We love the people we have met so far and they have made the largest commitment by far of any media company towards green; and it’s all the way from the top of the company.”

Click more for the full release:

SILVER SPRING, Md. - Discovery Communications, the number-one nonfiction media company, today announced the acquisition of the leading eco-lifestyle website, TreeHugger.com. The interactive site becomes part of Discovery’s global multiplatform initiative Planet Green, which includes the first 24/7 eco-lifestyle TV network launching in 50 million homes in early 2008.

The deal brings TreeHugger.com’s rich mix of news, blogs and advice to Planet Green and furthers Discovery’s previously announced goal of developing original programming related to the environment, sustainable development, conservation and organic living. In acquiring TreeHugger.com, Discovery is pursuing its multiplatform strategy of being the leading content provider across nonfiction genres around the world. The transaction will not have a material impact on earnings in year one.

“TreeHugger.com is a strategic complement to our digital media portfolio, aligning perfectly with Discovery’s corporate values and the Planet Green initiative,” said Bruce Campbell, President, Digital Media, Emerging Networks and Business Development at Discovery Communications. “Bringing TreeHugger.com into the Discovery family gives it the resources to continue doing what it does best: bringing green living to the masses.”

“Discovery Communications, with its global reach and high level of commitment to Planet Green, is launching the most significant effort in green media to date — and we’re excited to be part of it,” said Graham Hill, Founder of TreeHugger.com. “Discovery’s worldwide presence via TV networks, websites and mobile services opens the way for us to reach a larger audience as we work to bring about major changes in the health of our planet. This new partnership with the world’s most trusted brand means we can better fulfill TreeHugger.com’s mission, while remaining true to our vision.”

Founded in 2004 with the mission of bringing green living to the masses, TreeHugger.com has emerged among the most successful ecologically oriented websites, with 1.4 million unique monthly visitors. It has served over 50 million pages, has a vast archive of 13,500 posts, and is among the most recognized and linked-to green sites, as calculated by Google and Technorati. TreeHugger.com, with its high-quality content created by a global network of knowledgeable and passionate green correspondents, has won numerous awards including a Webbie, a Vloggie and several nominations for Bloggies.

“TreeHugger.com strengthens Discovery’s 20-year commitment to being the global leader in information and resources that empower consumers to make small changes that can have a big impact,” said Eileen O’Neill, President and General Manager, Planet Green. “TreeHugger.com is going to contribute to the development of a multi-platform action-oriented green offering, which will include the launch of Planet Green’s branded website later this year. TreeHugger.com’s unique voice is yet another way that Planet Green will be entertaining, educating and empowering. ”

Planet Green is Discovery Communications’ global, cross-company initiative with a commitment to document, preserve and celebrate the planet, including the first 24-hour TV network scheduled to launch in early 2008. Planet Green speaks to people who want to understand green living and to those who are excited to make a difference by providing tools and information to meet the critical challenge of protecting our environment.

About TreeHugger.com
TreeHugger.com is the leading media outlet dedicated to driving sustainability mainstream. Partial to a modern aesthetic, it strives to be a one-stop shop for green news, solutions, and product information. Its services include a blog, weekly and daily newsletters, video segments, a weekly radio show and a user-generated site, Hugg.com.

About Discovery Communications
Discovery Communications is the number-one nonfiction media company reaching more than 1.5 billion cumulative subscribers in over 170 countries. Through TV and digital media, Discovery’s 100-plus worldwide networks include Discovery Channel, TLC, Animal Planet, The Science Channel, Discovery Health and Discovery HD Theater. Discovery Communications is owned by Discovery Holding Co. (NASDAQ: DISCA, DISCB), Advance/Newhouse Communications and John S. Hendricks, Discovery’s founder and chairman. For more information, please visit www.discoverycommunications.com.