The all-things-eco Website, Treehugger, has sold to US TV network Discovery.
Treehugger and it’s UGC site, Hugg.com, will fit into Discovery’s initiative called Planet Green, which has committed over $50m to spread the Green message, including the aim to introduce the first 24Hr Green TV Channel.
Founded in 2004 with the aim of alerting the wider population to all things Green and sustainable, it’s headed by Graham Hill and Ken Rother, with a team of writers and video makers. They claim 1.4m unique users a month, and to have served over 50m pages over its time.
Sounds like the TreeHugger crew will do pretty well out of it. Estimates range between $10m to $15m including earnouts, but more importantly Discovery are “looking to the TreeHugger team to help drive the direction of their green efforts online.”
As Bruce Campbell, President, Digital Media, Emerging Networks and Business Development at Discovery Communications said, “Bringing TreeHugger.com into the Discovery family gives it the resources to continue doing what it does best: bringing green living to the masses.”