America Online buys Weblogs to boost blog presence

America Online Inc., the world’s largest internet service provider, will create more of a presence in the blog community with its acquisition of Weblogs Inc., a leading blogging company.

AOL, with 21 million subscribers in the US, will inherit 85 blogging sites where users can read about everything from travel to gadgets and debate on topics like parenting and movies.

The agreement, which was signed yesterday, is expected to close next week. The deal will make the Santa Monica, California, and New York-based Weblogs a wholly owned, stand-alone subsidiary of AOL, operating with full editorial control and independence.

AOL is paying $25m (€20.6) in an all-cash transaction, said an industry executive familiar with the deal.

The move will give AOL users access to an array of unfiltered content. Weblogs hosts more than 100 independent, freelance expert bloggers producing more than 1,000 blog postings weekly. Some of its most popular blogs include topics such as luxury, technology, automotive and gaming. Blog links will be embedded and integrated across the AOL service, such as the Autos Channel and Games Channel.

Weblogs content will also be incorporated within AOL properties such as Moviefone and Netscape. AOL.com users will be able to connect to Weblogs via the LiveWeb and People Connection links on the homepage.

Weblogs is AOL’s third acquisition this year. The company acquired Wildseed Inc. and Xdrive Inc. in August.