Everyday Health Group Acquires Leading Digital Media Property theSkimm

Rhea-AI Summary

Ziff Davis (NASDAQ: ZD) subsidiary Everyday Health Group has acquired theSkimm, a leading digital media brand focused on millennial and Gen Z female readers. Founded in 2012 by Danielle Weisberg and Carly Zakin, theSkimm has evolved from an email newsletter into a comprehensive media platform.

The acquisition includes multiple products: Daily Skimm, Daily Skimm: Weekend, Skimm Money, Skimm Your Life, Skimm Well newsletters, The SKM Report for B2B marketers, and podcasts including '9 to 5ish with theSkimm' and 'WellPlayed sports'.

This strategic move aims to enhance Everyday Health Group's presence in the women's health and wellness sector, leveraging theSkimm's engaged audience base. The co-founders will continue their roles with the company, with Wolfson Partners serving as theSkimm's financial advisor for the transaction.

Positive

• Strategic expansion into fast-growing women's health and wellness market
• Access to millions of engaged millennial and Gen Z female readers
• Retention of founding leadership team ensures continuity
• Diversified product portfolio including newsletters, B2B services, and podcasts

Negative

• None.

Insights

Digital Media M&A Expert

This acquisition by Ziff Davis marks a strategic expansion of its Everyday Health Group portfolio, adding theSkimm's established multi-channel platform targeting millennial and Gen Z women. The deal follows ZD's pattern of acquiring specialized media properties with dedicated audiences and diversified revenue streams.

While financial terms weren't disclosed, the strategic value is evident in several dimensions. First, theSkimm brings multiple revenue channels through its various newsletters, podcasts, and B2B marketing products. Second, the acquisition enhances ZD's position in the women's health and wellness sector, creating potential cross-platform synergies with existing properties like BabyCenter and LoseIt!

The retention of co-founders Weisberg and Zakin is particularly significant for maintaining brand continuity and preserving audience relationships - critical factors in media acquisitions where audience loyalty directly impacts valuation. Their continued involvement suggests a thoughtful integration approach rather than immediate consolidation.

From a competitive perspective, this acquisition strengthens ZD's market position in the premium women's lifestyle and health content segment, enabling enhanced advertising packages across demographically complementary properties. Email newsletter platforms like theSkimm also offer valuable first-party data advantages in an increasingly privacy-focused digital advertising landscape.

Women's Market Analyst

Ziff Davis's acquisition of theSkimm represents intelligent positioning in the high-value women's health and wellness market. By adding theSkimm to its Everyday Health Group portfolio, ZD gains access to a coveted demographic: educated, affluent millennial and Gen Z women with significant purchasing power.

The strategic fit is compelling. TheSkimm has successfully developed a distinctive voice that resonates with female audiences seeking concise, actionable information. This perfectly complements Everyday Health Group's evidence-based approach and creates multiple cross-promotion opportunities with properties like BabyCenter, which targets women at specific life stages.

The acquisition addresses a key market reality: women make approximately 80% of healthcare decisions for their families and control substantial household spending. By strengthening its position with this demographic, ZD enhances its appeal to advertisers seeking to reach household decision-makers.

From an audience development perspective, theSkimm's multi-platform approach - spanning newsletters, podcasts, and specialized content verticals - demonstrates sophisticated audience segmentation that can be leveraged across the broader ZD portfolio. The focus on integrated content that "seamlessly integrates into existing routines" shows a deep understanding of how modern consumers, particularly women, prefer to consume media.

theSkimm to Join Everyday Health, LoseIt!, BabyCenter, and Other EHG Brands

NEW YORK--(BUSINESS WIRE)-- Everyday Health Group, a division of Ziff Davis, Inc. (NASDAQ: ZD), today announced the acquisition of theSkimm, a leading media brand and suite of products delivering high-value content to millions of millennial and Gen Z female readers.

Co-founded in 2012 by then-news producers Danielle Weisberg and Carly Zakin, theSkimm was launched as an email newsletter. From there, it has grown into a suite of products reaching millions of multi-generational women today, serving as a trusted source to help them live their smartest lives by seamlessly integrating into their existing routines. theSkimm now includes the Daily Skimm, Daily Skimm: Weekend, Skimm Money, Skimm Your Life and Skimm Well newsletters, B2B marketer’s newsletter The SKM Report, the “9 to 5ish with theSkimm” podcast, and the WellPlayed sports podcast.

This acquisition should enable Everyday Health Group to engage with theSkimm's dedicated audience seeking trusted, evidence-based information and services to deliver valuable, timely content in the fast-growing category of women’s health and wellness.

"The creation of theSkimm marked a watershed moment in getting vital information to a highly engaged audience of female readers in an incredibly compelling format. Today, it is a multifaceted suite of products and services uniquely designed to help her solve issues and better thrive across her work, life and family goals while simultaneously connecting her to a savvy, supportive and optimistic community," said Nan Forte, Executive Vice President and General Manager, Everyday Health Consumer. "We’re excited to serve and further satiate the voracious appetite of theSkimm audience for trusted tips and insider information at this fast-growing intersection of women’s wellness-based content, community and commerce.”

"Joining Everyday Health presents an extraordinary opportunity for us to enrich our audience with even more comprehensive and in-depth information,” said Danielle Weisberg and Carly Zakin, co-founders of theSkimm. “Leveraging their extensive resources and expertise in the health and wellness space will allow us to better serve and empower the millennial women who rely on theSkimm. We're thrilled to join forces and see the impact we can achieve together." The co-founders will remain with theSkimm.

Wolfson Partners LLC served as theSkimm’s financial advisor on the transaction.

About Everyday Health Group

Everyday Health Group (EHG) is a recognized leader in patient and provider education, attracting an engaged audience of over 71 million health consumers and over 890,000 U.S. practicing physicians and clinicians to its premier health and wellness digital properties. Our mission is to drive better clinical and health outcomes through decision-making informed by highly relevant information, data and analytics. We empower healthcare providers and consumers with trusted content and services delivered through the Everyday Health Group's world-class brands, including: Everyday Health®, BabyCenter®, DailyOM®, LoseIt!®, What to Expect®, MedPage Today®, Health eCareers®, PRIME® Education, and Castle Connolly Top Doctors®.

Everyday Health Group is a division of Ziff Davis, Inc. (NASDAQ: ZD), and is headquartered in New York City.

About theSkimm

theSkimm is a digital media company dedicated to succinctly giving women the information they need to make confident decisions. We’ve made it our mission to help you live smarter. Since disrupting the media landscape and defining a new category over a decade ago, theSkimm has become a trusted source for its audience of millions by seamlessly integrating into their existing routines, fundamentally changing the way they consume news and make decisions. Today, theSkimm ecosystem includes the Daily Skimm, Daily Skimm: Weekend, Skimm Money, Skimm Your Life and Skimm Well newsletters, B2B marketer’s newsletter The SKM Report, the “9 to 5ish with theSkimm” podcast, and theSkimm mobile app.

View source version on businesswire.com: https://www.businesswire.com/news/home/20250319625039/en/

For information about advertising and sales opportunities, contact:

Justine Barcia, GVP, Integrated Marketing Solutions

jbarcia@everydayhealthgroup.com

For media inquiries, contact:

Matt Orsini, Sr. Media Relations Manager

morsini@everydayhealthgroup.com

Source: Ziff Davis, Inc.

FAQ

What products and services are included in Ziff Davis's (ZD) acquisition of theSkimm?

The acquisition includes multiple newsletters (Daily Skimm, Daily Skimm: Weekend, Skimm Money, Skimm Your Life, Skimm Well), The SKM Report for B2B marketers, and two podcasts ('9 to 5ish with theSkimm' and 'WellPlayed sports').

How will the acquisition of theSkimm benefit Everyday Health Group's market position?

The acquisition will strengthen EHG's presence in women's health and wellness, providing access to theSkimm's millennial and Gen Z female audience and enabling delivery of trusted, evidence-based content.

What is theSkimm's current market reach and target audience?

theSkimm reaches millions of multi-generational women, primarily targeting millennial and Gen Z female readers seeking trusted information for work, life, and family goals.

Will theSkimm's founders remain with the company after the ZD acquisition?

Yes, co-founders Danielle Weisberg and Carly Zakin will remain with theSkimm following the acquisition.