Bustle Digital Group’s Bryan Goldberg is back with more M&A: In the latest prong in Goldberg’s roll-up strategy, BDG closed a deal to buy Nylon, the 20-year-old fashion, beauty, mus…
and Elite Daily. Combined with BDG’s Bustle and Romper, the company’s brands reach over 50 million U.S. visitors per month, according to comScore.
Nylon.com’s web traffic has declined by one-third in recent months, from 1.4 million visitors in January 2019 to 950,000 in May, according to digital measurement firm SimilarWeb. Bustle Digital, in pursuing its roll-up model, has been able to better navigate the economic headwinds afflicting many companies in the digital-media and publishing sectors. This week, Condé Nast — paring back its portfolio to trim its cost base — sold fashion mag W to Future Media, a holding company led by Marc Lotenberg that will merge W with Surface and Watch Journal. Sara Moonves was named W’s editor-in-chief with the departure of longtime top editor Stefano Tonchi.
Nylon’s sale to BDG covers only the U.S. business and does not include Socialyte, the former Nylon Media’s influencer-marketing division. Most of Nylon Media’s sales and business staff will remain with Socialyte, according to Goldberg.
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