TIME INC. ACQUIRES GOLF.COM

COO John Squires: 'Gives Time Inc. Best URL in Golf'

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NEW YORK (AdAge.com) -- Continuing its efforts to expand online, Time Inc. today said it has bought the Web site Golf.com and the company that operates it, SirenServ. Terms were undisclosed.
Time Inc. already operates Golfonline.com and the Golf Plus section of SI.com.
The move comes two weeks after Time Inc. united the Web sites of four magazines -- Fortune, Fortune Small Business, Business 2.0 and Money -- at CNNMoney.com in a bid to aggregate a larger mass of readers to offer advertisers.

“This acquisition not only gives Time Inc. the best URL in golf, but also an unprecedented offering of the most powerful and trusted brands in the sport,” said John Squires, co-chief operating officer.

Time Inc. already operates Golfonline.com, which is Golf Magazine’s Web site, and the Golf Plus section of SI.com; the company has not yet decided how those sites will collaborate with Golf.com.

The acquisition, which offers professional golf news and content for recreational players, has an average of 1.3 million unique monthly visitors, Time Inc. said. Its previous owner, SirenServ, had been controlled by a consortium that included NBC Universal, New York Times Co. and private owners. Michael Lazerow, CEO and founder, SirenServ, was named general manager, Golf.com and Golfonline.

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