Populis to Acquire Blogo - The International Network of 70 Thematic Blogs

By Populis, PRNE
Sunday, January 16, 2011

Acquisition Confirms Populis as Leader in Multilingual Content on Demand and Facilitates Entry to the South American Market

DUBLIN, January 17, 2011 - Celebrating the New Year in style, the European leader in
content on demand, Populis (www.populis.com formerly GoAdv) has
confirmed it is acquiring Blogo, one of the larger international thematic
blog networks in Europe and South America for EUR 6 Million.

With over 250 bloggers covering 70 different subject areas
from automotive and sport to finance and the arts, Blogo offers fresh
content, a unique editorial voice and compelling stories to its audience in
the UK, France, Spain, Italy and Brazil. The network produces approximately
100 million pageviews (Nielsen, November 2010) every month on its blogs
including Dasmarias (www.dasmariasblog.com) in Brazil, Cotilleoblog
(www.cotilleoblog.com) in Spain, Autosblog (www.autosblog.fr)
in France, TwoWheels Blog (www.twowheelsblog.com) in the UK and Tvblog
(www.tvblog.it) in Italy.

With the proven know how and successful business model
developed by Populis for its 500 media properties including Excite Europe,
Better Deals and Nanopublishing, the acquisition of Blogo provides the Group
with a high volume of quality multilingual content in 5 key countries,
bringing its content production to 35,000 items every month to 24.8 million
unique monthly users (Comscore November 2010).

The acquisition of Blogo will increase the Group's
international market share, content production and revenue streams
significantly, as well as opening up the South American market. Populis will
retain Blogo's office in Milan along with its international team of 16
content and social media experts, which will add to the Group's dynamic team
of 130 in Dublin, Rome and Milan.

Populis is acquiring Blogo from Dada, the Italian web
publisher part owned by RCS MediaGroup, an international multimedia
publishing group listed on the Italian stock exchange, and the acquisition
will complete during February 2011.

Commenting on the acquisition, Luca Ascani, President and Co
Founder of Populis, said, "Adding Blogo to our portfolio of media properties
has reinforced our position as international leader in multilingual content
on demand. With strong organic growth and an innovative acquisition
strategy, we are now able to cover new categories such as the highly popular
automotive sector and new territories such as Brazil, a key target for
Populis in 2011. We are delighted to welcome the high profile Blogo team
to Populis."

Marco Magnocavallo, CEO and Co Founder of Blogo, said, "We are
excited to enter a new phase of growth under Populis. A deep understanding of
the crowdsourced content market place and unrivalled positioning in Europe as
leader in content on demand makes Populis the perfect partner for Blogo to
fully reach its potential internationally. We are looking forward to sharing
our knowledge and experience with the team."

About Populis

Populis is one of Europe's fastest growing digital media companies (GP
Bullhound Media Momentum 2010) and leader in the production of multilingual
content on demand. Created in 2004 the Group crowdsources, distributes and
monetizes over 35,000 items of compelling content in 8 languages per month
for a vibrant network of 500 fully owned and operated websites including
Excite Europe, Better Deals and Nanopublishing. The media properties generate
over 24.8 million unique monthly users (Source: Comscore November 2010).

Populis is a pan-European company with a team of over 130 working across
offices in Ireland and Italy, active in the UK, Germany, Netherlands, France,
Italy, Spain, Sweden, US, Australia, Russia and Brazil.

The company has experienced double digit revenue growth every
year for the past 5 years, culminating in multiple award wins (Media
Momentum, Red Herring 100) and the enviable position as European leader in
content on demand, GoAdv's rebrand to Populis will increase its visibility
with an easily recognizable name and identity, while strengthening its space
in an increasingly competitive market sector.


Press Contact: Amanda Lorenzani, Head of Communications, Populis, Lorenzani at populis.com, +44(0)79-00-255-970

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