Populis buys blog network for €8.2m

POPULIS, the leading European online publisher and media content provider, has acquired Germany’s largest blog network, Mokono, for €8.2 million.

The Italian-founded Populis, which has its headquarters in Dublin, targeted the Berlin-based blog publisher partly for its pioneering social advertising platform, which strengthens Populis’ media technology offering.

“The strategic acquisition reinforces our leadership in the production of multilingual vertical content and greatly increases our presence in key European markets such as Germany and the UK,” according to co-founder and chairman, Luca Ascani.

“Mokono’s unique social advertising platform connects advertisers to bloggers, providing them with a single access to one of the most influential consumer segments online. Bloggers, in turn, benefit from several easy-to-use revenue streams which they can apply to fit their individual needs,” Mr Ascani added.

Populis — which manages around 500 websites and employs nearly 60 people in its Dublin office — recently reported record revenues of €58m for 2010.

The company has more than tripled its multi-lingual content production over the past two years; to the point where it is currently producing over 35,000 articles and videos each month across 550 of its own websites in eight languages.

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