Discovery acquires green blog

treehugger Discovery acquires green blog Treehugger.comDiscovery Communications announced the acquisition of the leading eco-lifestyle website, 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’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, 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.

Founded in 2004 with the mission of bringing green living to the masses, 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.

Financial details of the acquisition were not disclosed. PaidContent, however, is placing it at $15 million.

Here is Treehugger’s take on the acquisition.

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