• by Erik Sass , December 31, 2008

Consumers Union, which publishes Consumer Reports, purchased Consumerist.com from Gawker Media--expanding its online reach with the acquisition of the popular blog, which generates over 10 million page-views per month. The sale is part of a move by Gawker Media's founder and owner, Nick Denton, to slim down its media portfolio, focusing on the core online properties. Gawker Media is also selling Defamer.com. Terms were not disclosed for either deal.

In an interesting twist running counter to the cult of ad revenue, Consumers Union plans to strip Consumerist.com of advertising, in keeping with the flagship magazine's longstanding policy of refusing ads to ensure the integrity of its editorial content. However, the blog will remain a separate entity from Consumer Reports. It's unclear what the new revenue model will be, but possibilities include subscriptions and marketing other Consumer Reports products, including the magazine itself.

While holding firm to its ad block-out, Consumer Reports has recently adopted a more aggressive strategy for building its audience base, including redesigning the print edition and promoting it through ads in other venues. In March 2008, the magazine began advertising its product reviews for the first time, ditching a longtime policy of avoiding media and publicity channels.

According to Consumers Union, since 2002, the magazine has seen its newsstand sales more than double from 83,845 to 190,000 in 2008. Subscriptions rose 12% to 4.3 million over the same period.

Better Homes and Gardens Gets Into the Mattress Business

On the premise that better homes require comfy mattresses, Better Homes and Gardens has entered into a partnership with Five Star Mattress to introduce branded Better Homes and Gardens mattresses. Five Star Mattress--a bedding company created by the company that owns Serta--is creating innerspring and specialty beds priced from $799 to $1,599, incorporating various cutting-edge sleep technology. The new line will be unveiled at the Las Vegas Furniture Market in February 2009, and will hit stores in March.

Seventeen Sponsors 2009 Matrix Awards

Seventeen is sponsoring the 2009 Matrix Awards, hosted by New York Women in Communications--set to take place on Monday, April 27, 2009, with a luncheon awards ceremony at the Waldorf-Astoria. The awards recognize eight women in communications fields, including advertising, arts and entertainment, broadcasting, marketing, magazines, newspapers and PR. This year's awards mark the 80th anniversary of New York Women in Communications, and the 65th anniversary of Seventeen magazine.