Hearst Acquires ‘Real Age’
Hearst continued with its aggressive digital strategy this week, announcing the acquisition of RealAge, Inc., a consumer health Web site that provides personalized health information—including a 150-question test that is said to determine a person’s “real age.” Hearst says the company has annual revenue around $20 million.
“With this acquisition, Hearst will gain one of the leading sites specializing in connecting individuals to relevant health and wellness solutions that enable more vibrant lives,” Chuck Cordray, vice president of Hearst Digital Media, tells Folio:. “This acquisition also immediately provides Hearst with a pure-play online health and wellness property.”
The RealAge test asks participants a range of questions that are said to weigh 125 personal-health related factors. After completing the exam, users are given a list of things the site determines are making them either younger or older. “As the baby boomer generation ages and younger people focus more on their overall health individuals are turning to the Web to access information on taking better care of themselves,” Cordray says.
During the first half of the year, the RealAge Web site averaged 2.1 million monthly unique visitors and 22 million page views and touts more than eight million members, the company says. Seventy-three percent of members are women, the majority aged between 30 and 59 years.
“The RealAge user is the reader of Good Housekeeping, Oprah, Cosmopolitan, Marie Claire and Redbook,” Cordray explains. “At the same time, health and wellbeing focused content continues to be among the highest read materials within most of our women’s titles. This intersection of demographics and content-interest provides for powerful cross-promotion opportunities to grow the user base of RealAge and contribute directly to its earnings.”
Since the beginning of the year, Hearst has acquired a number of digital properties, including teen site eCrush, men’s online network UGO and social shopping site Kaboodle. Although the publisher declined to comment on the terms of the RealAge deal, a report estimates the price to be under $100 million.