"The demand for health information is booming and is of particular interest to women," Jack Griffin, president of Meredith Publishing Group, said in a statement. "Providing access to trusted health information is a core component of our leading brands -- including Better Homes and Gardens, Parents, American Baby, Ladies' Home Journal, More and Fitness. The acquisition of Healia is an important step in our strategic initiatives to expand our reach in the women's health market and to provide content-focused services online."
Bid to expand digital realm
The buy follows the purchase of three online agencies since last year -- Genex, New Media Strategies and O'Grady Meyers -- part of Meredith's bid to extend its custom publishing, direct mail and ad sales further into the digital realm.
Nabbing Healia is more of a content play, which Meredith hopes will help reach new consumers online and build out the health resources offered at the websites of its major brands.
"Our acquisition of Healia reflects our continuing focus on selectively acquiring and integrating new-media businesses that add unique value to advertisers and consumers," said John Zieser, chief development officer, Meredith. "We continue to identify and evaluate numerous opportunities for acquisitions, strategic investments and other relationships that expand our new media capabilities, as well as establish us as a leader in the health-and-wellness category."