In an effort to bolster its digital offerings aimed at teenagers, Hearst, the home of Seventeen and CosmoGIRL has snapped up a couple of tier two teen Internet properties, including eCrush.com. As arch rival Conde Nasty gets ready to launch their own teen platform, Flip (which, early indications tell us that Flip is likely to flop), Hearst had to feel somewhat compelled to do something in the space. According to eCrush's web site, the site attracts upwards up a million uniques a month, 90% of which are between the ages of 13 and 19. You know, the whole thing is really kind of ironic. Who would have thought as little as two years ago that the bastions of teen print: Hearst and Conde would be investing in interactive properties. Right now, I would have to give the edge to Hearst, since they are essentially buying traffic and confirmed data as well as a few brands with some recognition among the user base as opposed to CN which is building from scratch.
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