Dennis Buying PC Geeks Site To Increase Traffic

PC Pro publisher Dennis is buying computer review and mod tutorial site to add to its technology portfolio, adding 1.05 million monthly uniques to its 2.3 million. Started in 2000, the site focuses on hardware reviews and features as well as PC modifications, and also has a forum. Dennis will add it to brands that include, KnowYourMobile and the digital-edition iGizmo; the publisher already had some of’s bases covered, but not so much modding.

It’s Dennis’ first deal since buying The First Post this summer to give some online legs to weekly news review mag The Week, and is yet another instance of a small, homespun web publication becoming valuable to a big media player – was initially run by enthusiasts and didn’t turn professional until five years after its debut. For Dennis, the strategy may bolster its technology offering, but this deal is mainly about eyeballs – it’s telling that a site with amateur roots will add to the publisher about another half of the web traffic it had until now. The bigger reach should boost Dennis’ sales clout with technology advertisers.

The acquisition price is not disclosed and the deal will work by hiring the team as Dennis staff, though they will continue working from Ascot but report to Dennis’ digital technology director Barry Cronin. Bit Publishing’s Hugh Chappell will stay on as a consultant to Dennis. Release.