Once dominated by Citysearch, competition has increased in the local sectorâ€”Insider Pages, Judy’s Book, Outside.in, etc. Sometimes, if you can’t beat ‘em, buy ‘em: Citysearch has acquired Insider Pages, a local review site.
Insider Pages has been reported to be struggling lately, but the reports have not included the actual price. Insider Pages had garnered $9 – $10 million in venture capital; TechCrunch reports the acquisition was around $13 million. Although there were multiple bidders, Insider Pages selected Citysearch because it’s complimentary, according to VP of Marketing Anne Raimondi.
Insider Pages has about 600,000 user reviews, and theyâ€™ll be integrated into the Citysearchâ€™s offering, she said. It has 2.5 million monthly unique readers, she said, based on Comscore and internal tracking numbers.
If you’re one who worries about the human side of M&As, Insider Page employees will keep their jobs, now working for Citysearch.
Update: Hitwise reports Insider Pages’ traffic up is 34% over the past 6 months.