Online publisher Woven Digital of Culver City has acquired basketball news publication Dime Magazine to help expand the sports division of its biggest web property Uproxx. Chris Mottram, previously with Vox Media’s sports news site SBNation.com, has also been named as Uproxx Sports’ new managing editor.
Terms of the acquisition were not disclosed though it was mainly a cash deal, Chief Executive Scott Grimes said. The deal is part of Woven’s larger mission to become an authoritative voice for sports content.
“You’ve got ESPN or Fox Sports for news,” Grimes said. “We want to be the pop culture side of sports.”
Dime has been a favorite among NBA stars since launching in 2001. Kobe Bryant, LeBron James and Blake Griffin have all repeatedly sat for the magazine’s glossy covers. And though print advertising dollars continue to slide, Grimes said he hopes to continue publishing special print issues framed around high-profile events such as the NBA All-Star Game or the league’s draft.
Dime will operate under its brand on Uproxx Sports’ page, adding four full-time staffers, specifically in video production, within the next year. Dime will stay in its New York office.
Dime will bring 4 million monthly viewers once it is fully integrated in two weeks. Uproxx currently commands an audience of 27 million monthly users, with 30 percent of its traffic already coming through sports-related stories. Woven, which also operates male-friendly sites BroBible and Guyism, reaches a total of 90 million people each month.
Woven raised $18 million last month, much of which was planned to expand its sports section. With basketball covered, the publisher plans to look into other arenas, including a soon-to-be-announced partnership with a fighting organization – UFC perhaps? – to cover mixed martial arts.
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