Purch Acquires AnandTech, Dominates Tech Expert and Enthusiast Market

Leading content and commerce company adds respected mobile, computing, and IT reviews site to its brand portfolio

NEW YORK, NY (December 17, 2014) – Purch today announced the acquisition of AnandTech.com, a leader in mobile, computing and IT analysis and reviews. Purch’s industry-leading combination of high-quality content and integrated commerce experiences makes complex buying decisions easy for more than 100 million consumers and professionals monthly. With the acquisition of AnandTech, Purch furthers its mission to simplify purchase decisions for in-market tech consumers by adding one of the most popular computer components, hardware, and mobile reviews sites to a brand portfolio that already includes category heavyweight, Tom’s Hardware.

AnandTech has been at the forefront of the technological evolution, providing groundbreaking reviews and trend coverage of cutting-edge mobile and computing products since Anand Shimpi, one of the tech industry’s most authoritative and respected figures, founded it in 1997 at age 14.

“AnandTech has grown by leaps and bounds over the past several years, but we were nearing what’s possible as an independent company,” said Ryan Smith, editor-in-chief, AnandTech. “The challenge has always been that there are very few players in the publishing space these days who value deep, high-quality content. We wanted a partner that understood our values, had a sound business model to ensure AnandTech’s legacy would continue for years to come, and would allow us to grow and expand our readership without compromising the quality that made us who were are today. Purch provides all of these things. I am beyond excited about what we’ll be able to do with their support.”

“The addition of AnandTech to a brand portfolio that includes Tom’s Hardware, Tom’s Guide, and Top Ten Reviews unquestionably establishes Purch as the dominant provider of in-depth, quality technology content, serving technology buyers who want to ensure the value of their potential investments,” said Greg Mason, CEO, Purch. “Technology manufacturers, too, can be assured that their messages will reach any serious buyer. The two editorial teams represent the finest, most expert group of content talent in the technology space. ”

“AnandTech represents much of my life’s work over the past 18 years,” said Anand Shimpi, founder, AnandTech. “I am happy to see it end up with a partner committed to taking good care of the brand and its readers. I wouldn’t have had it any other way.”

Purch offers brands and advertisers unmatched reach to tens of millions of discerning in-market tech consumers and professionals each month. These tech “enthusiasts” look to the kind of detailed research, benchmark testing, and advice from category experts during their buying process for which Tom’s Hardware and AnandTech are known. Readers trust that advice because it is backed by nearly two decades of testing every mobile and PC component imaginable, and is supported by unprecedented input and guidance from the biggest, passionate community of like-minded enthusiasts.

Purch’s acquisition of AnandTech is the company’s most recent move in a series of strategic acquisitions and partnerships aimed at furthering its mission to ease complex buying decisions for shoppers and deliver branding and performance results to advertisers. In 2013, the company acquired the renowned “Tom’s” brand of tech media sites and, earlier this year, purchased BuyerZone, the leading online marketplace for SMB buyers and sellers. Purch’s ability to trigger buying decisions in an array of product categories is evidenced by the more than 7,000 marketers and sellers that come to Purch to connect with ready-to-buy consumers. Each year, Purch’s content-commerce combination drives more than one billion dollars in commerce transactions.

In addition to the acquisition, Purch is now the number one technology publisher in the U.S., [1] with a global readership of more than 100 million monthly unique visitors.

Terms of the agreement were not disclosed.

To find out more about Purch, visit www.purch.com or follow the company on Twitter, LinkedIn, and Facebook.

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About Purch

Purch is a portfolio of digital brands and services that helps make complex buying decisions easy for 100 million consumers monthly. Its respected sites such as Top Ten Reviews, Tom’s Guide, Tom’s Hardware, and Live Science natively integrate commerce and content in more than 1000 product categories so consumers can make better choices before, during, and after an important purchase.

The company helps marketers achieve their branding and performance objectives in a high-quality, brand-safe context. Its sites connect in-market shoppers with more than 7,000 marketers and sellers, driving industry-leading conversion rates and $1 billion in commerce transactions annually.

Purch is a high-growth, privately held company with more than 350 employees and offices across the U.S. and Europe.

For more information on Purch, visit www.purch.com or follow the company on Twitter, LinkedIn, and Facebook.

[1] Source: comScore U.S. Media Metrix, Tech-News category ranking by unique visitors, PC audience, September 2014

AnandTech Acquired By Purch
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  • FlyTexas - Friday, December 19, 2014 - link

    The new owners made a capital investment in the business, to get a better return on that investment, they will want to increase profits. That is just how it works...

    They may well see a need to invest further money to expand the content, and that is fine. It is also fine if they wish to offset that expense by having AnandTech test the AMD video cards and Tom's Hardware test the nVidia video cars (or the other way around) to save on testing hours and costs.

    Are you ok with that change? If I were in charge as a new owner, that is one of the first places that I'd find to cut and you'd have a heck of a time convincing me otherwise. I'd give you a chance, but in the process you'd have to address what else you *wouldn't* be able to afford without the change.
  • JonnyDough - Sunday, December 28, 2014 - link

    He's passing it on to a group that will ruin it. We know this because we know what happened to other sites that were bought out by the same company. Good luck to you all.
  • Samus - Saturday, December 20, 2014 - link

    I think Anand was getting tired of AT. And I understand.

    Anand and I are the same age and we've both been running our own businesses since high school. I'm growing tired of what I'm doing, but I value the relationships in my business too much to leave everyone hanging. But at some point, I'll realize what Anand did and know I need to look out for myself. Anand was lucky to leave AT in the hands of competent people. That's something I'm not even sure I'll be able to do.
  • GreenThumb - Sunday, December 21, 2014 - link

    Agree with you Drumsticks. AnandTech continues to be awesome.

    And some people will always be snarky.
  • Hiro_x2 - Sunday, December 21, 2014 - link

    Funny, Ive felt like Toms Hardware has gone into the crapper over the past few years.. Hopefully this site doesn't repeat Tom's history.
  • The0ne - Wednesday, December 24, 2014 - link

    For me Anandtech has been on the decline ever since he started it in the early 90's. While they have become much, much more technical it has also become much more bias in some areas. The latter alone had me visiting the site less and less since Anand started the site.
  • nathanddrews - Wednesday, December 17, 2014 - link

    Then open your eyes.
  • JarredWalton - Wednesday, December 17, 2014 - link

    FWIW, I've been with AnandTech since about 2004, full-time since 2006. I have never had anyone suggest I give a favorable review to a part that wasn't good. If that changes, I value my integrity enough that I'd look for other employment. I've also known Ryan for pretty much that entire time, and he probably has more integrity than I do. The advertising has always been separate, and while there will almost certainly be some changes in content (e.g. to pick up news now that DT is gone), that shouldn't come with any changes in how we generate the content.
  • blackbrrd - Wednesday, December 17, 2014 - link

    I think the staff here at Anandtech has always done a really good job. I stopped visiting tomshardware a long time ago when their quality fell. I do think that the above poster was afraid that people like you would leave the site due to the potential reasons you outlined.
  • nathanddrews - Thursday, December 18, 2014 - link

    I was replying to:
    ws3 - Wednesday, December 17, 2014 - link
    That remains to be seen.

    I took his comment to mean that he believes AT's integrity is already damaged or is in danger. Perhaps I misinterpreted his comment? My reply was a simple rebuttal to that notion. In that in the 15 years I've been reading AT, I've never seen evidence that AT is in any way compromised.

    Jarred, if you happen to read this in the landslide of comments, please understand that I hold AT in the highest regard and trust that you''ll do what's necessary to keep AT thorough, honest, and profitable (just as important).

    Trolls be trollin'.

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