• by Melynda Fuller , April 23, 2019

Media company theSkimm continues to expand, this time with its first acquisition, texting platform Purple.

The texting platform’s acquisition, reports Axios, comes as theSkimm deepens its offering of products and paid membership perks and allows creators to charge subscribers directly when they access news and content through text messages. 

Axios notes the acquisition marks theSkimm’s effort to become a seamless and more present part of its users’ daily routines.

Last spring, theSkimm, upped membership elements for its users to include a 1:1 bot-less texting service.

At the time, Dheerja Kaur, head of product for theSkimm, told Nieman Lab: “Our product strategy is based on finding questions that our audience has throughout their day, throughout their week, throughout their livesThe Skimm can help answer in a relatable tone — and marrying that with things they’re doing on their phones and in their routines.”

“When you integrate into somebody’s routine in an intimate way, it has to feel right for the platform.”

Texting is only one part of theSkimm’s growing empire, which includes a daily podcast called “Skimm This,” focusing on four news stories each day via a 10-minute show, an app that pulls together news, recommendations and a calendar synced with events for a $2.99 a month membership fee.

Last year, the company launched an expanded video series called “Getting There” in collaboration with Katie Couric Media. The show highlights perspectives of cultural luminaries like Isa Rae, Ina Garten and Bethenny Frankel. 

In June, the company will publish its first book, “How to Skimm Your Life,” which will be launched in coordination with a 10-city tour featuring a night out with cofounders Carly Zakin and Danielle Weisberg.

Founded seven years ago as a morning newsletter, theSkimm counts 7 million subscribers.