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Bryan Goldberg and Rachel Zoe. Photo: Bustle

Bustle Digital Group will announce today that it is acquiring The Zoe Report from Rachel Zoe, Inc., a popular fashion and lifesytle brand for young women. Terms of the deal, effective April 1, are not disclosed. The deal is a combination of cash and stock. Upon close, Rachel Zoe will become a significant shareholder of Bustle Digital Group.

Why it matters: The Zoe Report is joining Bustle, Romper and Elite Daily as the fourth major brand in the Bustle Digital Group. The acquisition comes as more digital media holding companies looks to acquire and scale to gain better leverage with digital distributors, like Google and Twitter.

Goldberg describes Bustle's strategy as becoming "the digital native Conde Nast."

"We are planning many more acquisitions in the years to come ... There are other Fashion properties we admire — perhaps with different perspectives or target readers."
— Bryan Goldberg, Bustle Digital Group CEO.
  • He says Bustle will take a deeper look at soft-news categories categories like travel, wellness, home decor, and food. "But we will also double-down on fashion, beauty, parenting, and other verticals where we have existing strength."
  • Most recently, Bustle Digital Group acquired Elite Daily from Daily Mail in 2017.

What's in it for Bustle? By acquiring The Zoe Report, Bustle Digital Group will significantly expand its reach into the fashion, beauty, and luxury verticals. Bustle will also have access to The Zoe Report’s 2 million+ email subscribers and sizable social audience. It acquires roughly 20 people from The Zoe Report.

  • "The Zoe Report is a great example of what the company intends to do," Goldberg tells Axios. "It is a property with significant revenue, because of its authority in a specific category. Our scale and infrastructure allows us to grow that revenue, while limiting the impact on marginal operating costs."

What's in it for Zoe? It's been a difficult few years for fashion and luxury media brands, as they continue to compete with social-first digital upstarts, like Glossier and The Spring. The sale gives The Zoe Report access to a wider set of resources, like audience data and sales infrastructure, that it can use to better manage market volatility.

  • "Over the coming months, we will plug The Zoe Report into our technology stack, and we will provide clients with access to our incredible branded marketing and sales support teams. We will offer audience extension to clients who require scale in addition to fashion authority."

The Zoe Report will continue under its own masthead with founder Rachel Zoe remaining in an active role as Founder and Editor-at-Large.

Go deeper

6 mins ago - Health

The drugs pushing prescription prices down for Medicare patients

Illustration: Annelise Capossela/Axios

Although net prices of brand-name drugs have increased significantly over the last decade, the savings produced by generics have actually driven average prescription prices down in Medicare's pharmacy benefit and Medicaid, according to a new analysis by the Congressional Budget Office.

Why it matters: The analysis reiterates that the generic market is largely working as intended.

Ben Geman, author of Generate
49 mins ago - Energy & Environment

Electric vehicle "tsunami" expected as new models hit market

Illustration: Aïda Amer/Axios

Bank of America analysts see 2022 as a "major year of commercialization" for the electric vehicle market amid a slew of new vehicle launches and many more on the horizon.

Driving the news: Over 85 new models are slated to launch in model years 2022-2025 (calendar 2021-2024), they said in a note that says a "tsunami" of new cars are coming.

2 hours ago - Sports

Robot umpires inch closer to calling MLB games

The Automated Ball-Strike system (ABS), the tech powering what's colloquially known as robo-umps, is inching ever closer to the big leagues.

Driving the news: The independent Atlantic League — which has partnered with MLB since 2019 — last week announced it was doing away with robo-umps after testing them for the past season-and-a-half.