Discovery Buys Treehugger

Good match? We’ll see.

Who says there’s no money in environmental publishing? Today one of my favorite environmental sites, Treehugger, announced it’s been acquired by Discovery Communications (owner of the Discovery Channel). Mashable reports (secondhand) that the price was $10 million.

Now that’s a whole different kind of green!

Treehugger is a very ambitious site, with a large and devoted online community — and even its own social bookmarking service, Hugg. It’ll be interesting to see what happens with it now.

I really know nothing about Discovery’s operations, culture, or attitudes. Does this company really “get” online, social, and conversational media? I sure hope so — because it’s a whole lot easier to kill a community than to grow one. We’ll see…

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