Scripps Network paid $4.7 million for Incando, and all signs seem to indicate that Scripps was motivated by a pickle. Make that “Pickle,” actually – capitalization is important – and Pickle is a photo- and video-sharing site.
Scripps (like me) seems to have food on the mind – around 20 days ago, it acquired the Recipezaar site, which contains around 230,000 recipes. Also, a press release identified the Food Network as one of Scripps’s leading brands, and notes that “FoodNetwork.com is the top-rated content provider on the web in the Food & Cooking category, according to Nielsen//NetRatings.”
But aside from its name, Pickle doesn’t have much to do with edible items. And although it may not have much to do with users, either – as far as I can tell, the site hasn’t ever been mentioned on murdok – that’s probably all right with Scripps. “With the acquisition of Incando, we now have the back-end tools to engage consumers, viewers, and marketers in a multi-branded, multimedia online universe with compelling, personalized experiences,” stated John Lansing, president of Scripps Networks.
Neither Lansing nor the official press release provided Pickle’s purchase price, however – credit for that goes to Rafat Ali of paidContent.org. Ali also carried news of the last deal in which Scripps took part, and wrote, “Scripps filed its 10-Q for Q2 today, and it confirmed the Recipezaar acquisition price we mentioned last month: $25 million.”
$109 per recipe sounds kind of expensive, but then again, that’s nothing compared to $4.7 million for one Pickle.
