Six Apart and VideoEgg Form Online Advertising Play Say Media

Advertising network VideoEgg will acquire blogging and advertising network Six Apart, and the combined entity will be renamed Say Media.

Advertising network VideoEgg will acquire blogging and advertising network Six Apart, and the combined entity will be renamed Say Media. Photo: Siarhei Karotki/

Video ad network VideoEgg has announced that it has agreed to acquire blogging pioneer Six Apart, the company behind TypePad and Movable Type. As part of the acquisition, both companies will drop their names and be renamed Say Media.

The companies will officially announce the transaction today. VideoEgg CEO Matt Sanchez will run the combined entity as CEO. Six Apart CEO Chris Alden will step down. The Say Media site will be launched later today, but we’ve already included a screenshot of the home page.

VideoEgg is acquiring Six Apart, which was recently the subject of deal rumors and had hired an investment banker, GCA Savvian, as VentureBeat reported last month.

Six Apart, founded in 2001 by Ben and Mena Trott, is one the pioneers of blogging business. Its Movable Type platform brought blog publishing to the masses.

Not long after, the company launched TypePad, the blog hosting service based upon the Movable Type platform. Six Apart has had a long history in Silicon Valley and was even once the owner of Livejournal when it acquired its parent company in 2005.

Around the same time, Matt Sanchez, David Lerman, and Kevin Sladek, three Yale graduates, were working on a venture to help nonprofits create public-service-announcement videos, a project that gave birth to VideoEgg.

First they started creating tools to manage videos on the Web — and that rapidly turned into tools to place and manage video advertisements online.

Six Apart, after getting its start selling Web-publishing software and services, moved heavily into online advertising business in recent years, touting its Six Apart Media network, which places ads on Six Apart’s own websites, its customers’ websites, and some other websites.

The new Say Media will also focus on its advertising network. It claims that advertising technology has not kept up with changes in media. Say Media’s platform, in the company’s view, is the answer for advertisers that want to reach audiences through modern media.

The companies say they’ll have a combined global audience of 345 million. Some critics of such figures note that online-advertising companies often cite the potential audience for advertisements they place rather than the actual number of people who see ads sold through their networks.

Six Apart co-founder Mena Trott is joining the Say Media board, which isn’t otherwise changing. The management structure of the combined company hasn’t otherwise been set.

The Future of Movable Type

While Movable Type and TypePad were among the first mass blogging platforms, WordPress has clearly won the battle for blogging platform supremacy. It shouldn’t come as a suprise that a lot of TheBlogIsMine’s Readers overwhelmingly chose WordPress over TypePad as their preferred platform.

Say Media says that it will continue to support Movable Type and TypePad, but we’re, as the social media blog Mashable, also skeptical that it’s the gospel truth.

The new company is clearly focused on building out a new-age advertising network, not on building out a blogging platform to compete with WordPress.

From what we’ve seen before, we bet it won’t take long for resources to be allocated towards the advertising network and away from Movable Type.

It will be the beginning of the degradation of a platform that has already lost much of its relevance, despite hosting The Huffington Post and major blogs from ABC, the BBC and others. [Say Media via TechCrunch, Venture Beat and Mashable]

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