Modern Media Company Reaches 345 Million. Provides Advertisers the Scale of a Portal, Influence of Blog, and Efficiency of a Network

LONDON – September 22, 2010 – VideoEgg, the brand engagement pioneer, announced today it has agreed to acquire Six Apart, the leader in conversational media, to form SAY Media, a modern media company.[1] SAY Media brings together influential voices and their communities to enable advertisers to reach a global audience of 345 million.[2] The company provides systemic ways for advertisers to engage the social consumer in an era when attention is scarce and interruptive ad models are less effective.

Connecting rich experiences with attentive audiences. The new entity combines VideoEgg’s engagement technologies with Six Apart’s social publishing platform to power advertising campaigns that are more conversational and interactive. Through the creation of social hubs and influencer-driven custom content programmes linked to the innovative AdFrames offering, SAY Media delivers engagement across display and mobile. The result is advertising that is more efficient, useful and social.

Reaching an audience of 24.4 million in the U.K. — 57 percent of the online population — through a powerful collection of influential creators, passion-based communities and engaging sites. SAY Media reaches 3 million mothers – over four times more than the CafeMom Network. SAY Media reaches 5 million adults in the prime 25 to 34 demographic, nearly 20 percent above the UK average. Overall, SAY Media’s total audience will rank fifth in comScore’s Top 100 UK Sites, - ahead of BBC Sites, #1 in Blogs and #2 in Conversational Media, second only to Facebook.[3]

A platform for a new era. Media is changing faster than advertising, moving fluidly across devices and social platforms, and authored by a new breed of passionate, niche creators. Advertising technologies have not kept pace with the change. By creating better approaches to distribute, integrate and measure advertising experiences, The Say Media Platform will enable more brands to realise the potential of digital media, and enable more creators to grow audience and benefit from improved economics.

QUOTES
Matt Sanchez, CEO: “Media has fundamentally changed and the new models can’t be ignored. Content consumption patterns are being driven by social connections and new types of content creators and aggregators from Huffington Post to Perez Hilton to Angry Birds have built passionate audiences and grown strong media businesses out of the change. SAY Media is a media company designed to meet these new challenges and help advertisers find systemic ways to garner attention.”

Troy Young, president: “On-demand access to media has increased the value consumers ascribe to their attention. A recent study we conducted with comScore and IPG Labs shows they simply refuse to be subjected to sub-par ad experiences—and why should they? They don’t have to. This powerful indictment of the interruptive ad model validates our approach. We offer our clients what no other media company can—the ability to get attention and gain influence in a new media world that is more conversational, more interactive and more social.”

Mena Trott, Six Apart co-founder and SAY Media board member: “SAY Media continues Six Apart’s mission to make passionate creators successful. Whether on TypePad or another platform, developing a game or an application, the company will empower people to create great content and make money doing it. This acquisition marks a new beginning as we launch a modern media company centred on the creators, the content, and the audiences that are redefining media.”

Jonathan Nelson, CEO, Omnicom Digital: “VideoEgg’s history of delivering rich ad content gets really interesting when combined with the scale SAY offers in key verticals like women, parenting and young men. Add Six Apart’s social publishing technology and they will have the ability to make content an integrated part of the offering. This is timely proposition for media and creative agencies looking to move beyond banners.”

Jeff Katz, former executive at New Line Cinema and Fox and founder of GeekWeek.com: "The SAY Media team understands what drives me as a creator and supports my passion for producing genre content. Their expertise in engagement media, their dedicated sales team and unrivalled technology platform empower me to build a business by doing what I love -- creating great content and connecting with my audience at GeekWeek."

[1] VideoEgg and Six Apart have entered into a reseller agreement, which allows each party to sell certain name products of the other party during the period prior to completion of the acquisition.

[2] Estimate compiled by Say Media using comScore’s global projections for VideoEgg and Six Apart as well as comScore’s measurement of total unduplicated audiences in US, Canada and the UK.

[3] Source: Demographic reach figures are SAY Media calculations based on comScore’s UK Media Metrix Key Measures and Audience Duplication for VideoEgg and Six Apart, July 2010. Mothers are defined as women 25+ with children.