Consumers Union, the publisher of Consumer Reports magazine, is acquiring Consumerist.com from Gawker. Consumers Union plans to keep the blog as-is. Consumerist’s editorial team will stay on board as well. Nick Denton mentioned the troubled advertising market as a reason for the sale. He put Consumerist on the block in November.
Consumers Union will use the blog as a marketing tool. They hope to acquire younger subscribers through the blog.
Consumerist gets 1.8 million unique visits a month. But attracting advertisers is hard for the site because it bashes brands and companies. Consumers Union does not accept advertising on its magazines so they will not be accepting advertising on Consumerist after the sale.