The E.W. Scripps Co. sees its Cracked.com acquisition as an extension of the millennial audience courtship it began with its Newsy and Midroll buys. Scripps digital chief Adam Symson says Cracked’s brand of smart humor will give Scripps an edge in the over-the-top space and a strong voice for branded content opportunities.
The E.W. Scripps Co. has added humor brand Cracked to its ever-eclectic array of media assets, the company said Tuesday. Scripps is buying the company from Demand Media for $39 million cash. Cracked had $11 million in revenue in 2015.