Cox Media Group, the digital media arm of Cox Communications, is closing "Diehards," its college sports vertical, citing "extremely challenging" business dynamics.

Why it matters: The news comes as many in the digital media landscape are struggling to survive algorithm changes and a weak digital advertising outlook. Earlier this year, Axios reported that Cox would be shutting "Rare," its Facebook-driven conservative site.

The details: Diehards, which is made up of Dawg Nation (about the Georgia Bulldogs,) SEC Country (about SEC sports) and Land of 10 (about the Big 10 conference,) launched in September 2017 as a hub for college sports news and information. SEC Country and Land of 10 will fully shut down. "Dawg Nation" will remain operational, with Cox hoping to re-align it into CMG Atlanta.

What they're saying: "The digital landscape and business dynamics around Diehards continue to be extremely challenging and the short, high-traffic seasonality of this sports vertical creates a difficult environment in which to build a consistent and sustainable revenue model," Cox Media Group (CMG) President Kim Guthrie writes in an email to employees.

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