Anybody trying to figure out what will drive the next wave of publisher acquisitions this year should probably look to Google, rather than Facebook. On Wednesday, Dotdash and Condé Nast announced that the former had acquired Brides, the 85-year-old magazine that Condé had put up for sale late last year.
The move further reinforces Dotdash’s focus on Google (and its increasingly important affiliate commerce partner Amazon) as key drivers of its business. Unlike the crop of publishers that rode social distribution to easy scale several years ago — and subsequently found their audiences yanked from them by algorithm changes — search-focused publishers rely on a much more stable and sustainable source of traffic.
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