AnandTech Acquired By Purchby Ryan Smith on December 17, 2014 3:30 PM EST
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Over the past several years AnandTech has grown to be much more than just a PC hardware review site. In fact, we consider ourselves to be just as much about the new mobile world as we do about the old PC world. We leveraged our understanding of component and system architecture in bringing a deeper, more analytical look to mobile silicon and devices. As we continued to invest in our mobile coverage and expertise, we found that readers, mobile component and device makers responded quite well to our approach.
AnandTech’s focus grew, but we quickly ran into a bottleneck when it came time to monetize that mobile content. Our mobile content did a great job of helping to grow the site (as well as bring new eyeballs to our traditional PC coverage as well). While we had no issues competing with larger corporate owned sites on the content front, when it came to advertising we were at a disadvantage. Our advantage in quality allowed us to make progress, but ultimately it became a numbers game. The larger corporate owned sites could show up with a network of traffic, substantially larger than what AnandTech could deliver, and land more lucrative advertising deals than we were able to. They could then in turn fund a larger editorial operation and the cycle continues.
AnandTech has been profitable since its inception; it’s been on a great growth curve these past couple of years and we’ve always been able to do more with less, but lately there’s been an increased investment in high quality content. It wasn’t that long ago where the only type of content seeing real investment was shallow, poorly researched and ultimately very cable-TV-news-like. More recently however we’ve seen a shift. Higher quality content is being valued and some big names (both on the publishing and VC fronts) have been investing in them. Honestly we haven’t seen a world like this in probably over a decade.
Before his departure, Anand spent almost a year meeting with all of the big names in the publishing space, both traditional and new media players. The goal was to find AnandTech a home with a partner that had a sustainable business model (similar to AnandTech’s), but could add the investment and existing reach to allow the site to better realize its potential. That search led to a number of interesting potential partners; it was a refreshing experience to say the least knowing that there are groups in the world who really value good content. Ultimately that search brought AnandTech to Purch.
Purch met the requirements: they have a sustainable business model, are profitable and have the sort of reach AnandTech needs to really hit the next level. More fundamentally however, Purch’s values are in line with AnandTech’s. In fact, it wasn’t that long ago that Purch acquired one of AnandTech’s biggest competitors in the late 1990s: Tom’s Hardware. Purch had already demonstrated a value for the sort of deep, long form content AnandTech was known for. In meeting with the Purch business and editorial teams, there was a clear interest in further developing AnandTech’s strengths as well as feeding back AnandTech’s learnings into the rest of the Purch family.
AnandTech and Tom’s Hardware remain editorially independent, and though no longer competitors, the goal is to learn from one another. To further invest in the areas that make us different, and together with the rest of the Purch family help to bring a higher standard of quality to the web.
The AnandTech team is staying in place and will continue to focus on existing coverage areas. We’re not changing our editorial policies or analytical approach and have no intentions of doing so. The one thing that will change is our ability to continue to grow the site. This if anything starts from the top; with a publisher to more directly handle the business of AnandTech, this frees me up to spend more time on content creation and helping the rest of our editors put together better articles. And in a hands-on business like journalism that benefit cannot be overstated.
AnandTech was an incredibly powerful force as an independent publisher, but it now joins a family whose combined traffic is eight times larger than what AnandTech was on its own. Our goal is to continue to invest in what we feel is the right approach to building high quality content; now we have an even greater ability to do just that.
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random2 - Wednesday, December 24, 2014 - linkI quit close to a decade a go when they were bought out by Bestofmedia in 2007, and started running popups, and popovers.
JonnyDough - Sunday, December 28, 2014 - linkI too no longer have a Tom's account. I still surf it a bit, but I'm not nearly as actively involved. They turned Nazi and you can't disagree with anything there now.
cuex - Wednesday, December 17, 2014 - linkI don't see any ads in Anandtech and Toms Hardware. Ops, I forgot that I have adblock plus.
Stonedofmoo - Thursday, December 18, 2014 - linklol, thanks for that tip. Not a plugin I'd heard of before. Makes viewing Tomshardware much smoother without irritating full screen adverts I have to get rid of.
gw74 - Thursday, December 18, 2014 - linkyes it's so irritating that they have to find a way to monetise a service you are getting for free. douche.
gw74 - Thursday, December 18, 2014 - linkso not only are you reading Anandtech's journalism for free, you are blocking their ability to pay themselves for no reason and gleefully boasting about it. congratulations.
JonnyDough - Sunday, December 28, 2014 - linkIt's not as if we were going to click on their ads anyway...
AnnihilatorX - Friday, December 19, 2014 - linkI have whitelisted both Anandtech and Ars technica because the ads are so modest I don't mind and it helps them. If you adblock the ads, the site makes no money (it's not about whether you never click ads), which is bad for them. So whitelisting adblock for sites you like is a mean to support their business.
JonnyDough - Sunday, December 28, 2014 - linkThe get paid per page hit, not whether or not you download the picture.
fluxtatic - Wednesday, December 17, 2014 - linkI hope what AT takes away from Tom's is what not to do. I can't even really put my finger on why, but I despise Tom's Hardware.
Thus far, after the departure of the man himself, I haven't seen much difference in the quality of AT (and that's a good thing), so I'm willing to keep an open mind as to what will happen now. I understand the reasoning behind it, but just the same, it's a little sad to lose such a kickass voice existing independently.