Reaching out to your readers, Hearst Magazine has acquired teen online community site eCRUSH.com. Terms of the deal weren't released.
One of the major motivators for the purchase comes from the strong demand for teen-related ad inventory. A key motivator across most demographics.
Chuck Cordray, vice president of digital media at Hearst said: "We certainly could have used the additional inventory during the last half of 2006. "There's a lot of demand to reach teens online."
The eCRUSH Web site was started in 1999 and was launched for the purpose of creating viral marketing campaigns around it. The major strategy was requiring registration when members would send what they called email "crushes" to those who weren't members. To find out who the sender was that admired them, teens would then have to register with the site to find out.
Hearst will roll out ad packages across the eCRUSH sites and their other teens sites as well. They will sell eCRUSH inventory to their current advertisers and also to sell inventory across the Hearst sites to existing eCrush advertisers.
With eCRUSH gets over a million unique users a month with 90 percent of them being between the ages of 13 to 19.
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