Penske Media Buys Entertainment Award Prediction Site
Tucks in Gold Derby with plans to integrate digital tools across its brands.
Penske Media bought GoldDerby.com, a website that tracks the major entertainment awards and invites industry experts and fans to predict the winners.
Terms of the deal were not released, but Penske will operate the site through newly formed Gold Derby Media LLC.
Gold Derby users make predictions on 20 award shows each year, such as the Grammys, Oscars and Emmys, and the site has expanded into predicting reality TV show winners as well.
Penske's portfolio is heavy with entertainment industry-oriented brands such as Deadline.com and Variety and the company plans to integrate the interactivity of the prediction tools across its media assets.
Gold Derby was launched in 2000 by entertainment industry journalist Tom O'Neil, who then licensed it to the Los Angeles Times as part of its launch of The Envelope. O'Neil then relaunched Gold Derby as a standalone site in 2010.
O'Neil will continue as the site's editor-in-chief and the rest of the editorial and technology team will also transition over with the deal.
Penske SVP entertainment and publisher of Deadline.com Stacey Farish will oversee ad sales.