Discovery has put down a $100 million investment into the digital space to expand its Millennial reach. They’ve partnered with Group Nine Media, and brought along their digital media sites which include Thrillist Media Group, Now This Media, The Dodo, and Seeker to create “one of the largest digital-first media companies.” The focus of all brands will remain on the Millennial market, and Discovery hopes to tap into Group Nine Media’s current audience that is 60% 18-34-year-olds, and spend most of their time on the “social web” through the partnership. (Adweek)
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