After two of its top executives were poached by Viacom, AwesomenessTV announced today an acquisition of its own.
The teen and tween-leaning digital giant has purchased Clover Letter — an email newsletter founded by 30-year-old ex-magazine staffers Casey Lewis and Liza Darwin, who are also joining the Awesomeness family. The New York-based duo created Clover Letter in February 2016 to service the same Gen Z readership that is Awesomeness’ bread and butter. Today, the newsletter reaches 200,000 readers globally who are mostly between the ages of 15 and 21, and who can also submit their own stories to be featured on the crowdsourced platform.
The price of the acquisition was not disclosed.
Going forward, AwesomenessTV intends to expand the Clover brand into other mediums, including podcasting, video, and a new website. “What Liza and Casey have built at Clover Letter over the past few years for Gen Z girls is nothing short of incredible,” Awesomeness president Brett Bouttier told Variety in a statement. “Their ability to inspire, educate, and amplify the voices of Gen Z girls around the world aligns perfectly with our mission at Awesomeness.”
You can check out Lewis and Darwin’s letter to their subscribers about the acquisition right here.
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