SUMMARY: Blogs can lift search rankings while introducing your content to new readers. But what happens when a publisher purchases an existing blog? How do you find a good blog to acquire and integrate its content? Can you attract new subscribers?
That’s what Consumers Union, publisher of Consumer Reports, was hoping to find out when it purchased an edgy, consumer-focused blog called The Consumerist last year. We spoke to John Sateja, Executive VP, Consumers Union, and Mark Perton, Executive Editor, to get the answers.