Tinton Falls, NJ-based Group C Media has acquired LawnSite and PlowSite—a pair of online community-based platforms for landscapers and snow/ice management professionals, respectively—from Alabama-based Grand View Media Group for an undisclosed sum.
In a statement, Group C co-president Ted Coene noted that the acquisition makes the 50-year-old publisher of Business Facilities and Facility Executive magazines “a truly diversified media company,” which will now derive 60 percent of its revenues from digital advertising and events.
“We looked for brands that were primarily digital or event focused, highly profitable and reasonably priced,” Coene tells Folio:. “The LawnSite and PlowSite brands checked all three boxes.”
LawnSite and PlowSite claim over 183,000 and 80,000 registered members, respectively, and millions of monthly page views each.
Coene also notes that LawnSite and PlowSite’s existing teams will be brought on board, and that both brands already share common advertisers with Facility Executive, as “facility managers responsibilities extend beyond the exterior of the building into landscaping and snow removal.”
The sale marks another step in the breakup of Grand View Media’s portfolio, which just two months ago housed about three-times as many print and digital media brands as it does today. The company sold off its seven-title Outdoors division to Wisconsin-based COLE Publishing in January, followed by its three-title Process Flow Network to Endeavor Business Media—a new company founded by former SouthComm CEO Chris Ferrell—two weeks later.
LawnSite and PlowSite are the first properties to be moved from Grand View’s Green division—its only remaining market—which houses American Nurseryman and Turf magazines, among others. Whether Grand View intends to stay in the publishing business or if those remaining titles are also on the block is unclear. Neither Grand View nor its parent company EBSCO Industries have responded to multiple requests for comment over the past month.