• by Erik Sass  @eriksass1, October 13, 2015

Traditional media companies are looking to bolster their digital media presence and expand reach among younger adults through acquisitions targeting  rapidly growing online publishers. The trend continued with Tuesday’s announcement that Condé Nast is snapping up music review and criticism site Pitchfork Media.

Terms of the deal were not disclosed. Pitchfork Media will become part of CN’s digital network, with its management team reporting to CN Chief Digital Officer Fred Santarpia.

Pitchfork was founded online in 1996 with the mission of producing independent, substantive music writing and criticism, and more recently grew to include print with the launch of The Pitchfork Review, a quarterly publication, in 2013. Pitchfork also has an established events business, including annual Pitchfork Music Festivals in Chicago and Paris.

According to Pitchfork founder and CEO Ryan Schreiber, the acquisition will give Pitchfork access to resources to further extend its coverage across multiple platforms, including a special focus on video. The company currently reaches over 6 million unique visitors per month, with over 4 million followers and fans on social media.

The acquisition comes as other online publishers are expanding their footprint in music journalism and related content areas. In August, men’s lifestyle publisher CraveOnline Media relaunched its flagship CraveOnline.com Web site as part of a strategic move focusing solely on men ages 25-34.

Already known for its coverage of music, gaming, sports and entertainment, Crave added new channels focused on culture, art, design and style. The new site offers a variety of content including text, video and galleries.

Crave is also expanding its events business. In September, it hosted the official after party for the Electric Zoo electronic dance music festival.