The price of the deal was not disclosed. According to one source familiar with the company's finances, PureWow generated about $20 million in revenue in 2016.
Gary Vaynerchuk is buying PureWow, a women's media company that generated about $20 million in 2016
Serial entrepreneur Gary Vaynerchuk is buying PureWow, a women's lifestyle media company, in the latest sign of the convergence of publishers and digital advertisers.
From left: Ryan Harwood, CEO of The Gallery and PureWow, and Gary Vaynerchuk, CEO of VaynerX and VaynerMedia
PureWow CEO Ryan Harwood will lead the collection of media sites, while Vaynerchuk will be the CEO of a new holding company that encompasses both sides.
For Vaynerchuk, buying PureWow was a way to play offense and not defense, he said.
VaynerMedia doesn't just compete with other marketing agencies, but also with the in-house shops of new media companies like BuzzFeed and Vice. He wants to come at that market the other way: instead of a publisher building an agency, it's an agency buying a publisher.
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