Dice, a site for job listings in the tech industry, has acquired tech news aggregator Slashdot and two other sites from Geeknet Inc. for $20 million in cash.
Slashdot, which displays a running feed of user-submitted news and questions on topics such as cloud technology and mobile hardware, averages around 3.7 million unique visitors per month. It's distinguished in part by its engagement levels: an average of 5,300 comments are logged on the site daily. The other two sites, SourceForge and Freecode, operate as indexes for open source and Linux software, respectively. Collectively, the three sites generated $20 million in revenues in 2011, according to a statement issued Tuesday.
It's an unusual marriage. Dice CFO Mike Durney says the company has been looking for opportunities to increase regular engagement with its own site. "We want people to come to us for help for doing their jobs [on a daily basis], not just when they're looking to make a career change," he explains. "The people [at Geeknet] have done a tremendous job at building up user engagement and user action over time."
The three sites will continue to operate independently. Visitors "won't see any or much of any change," Durney says. Dice.com, however, will gradually incorporate some of the other sites' user-engagement features. For example, Dice will seed content from Slashdot's discussion threads related to job searches visitors conduct on the site.
Why acquire the sites? Why not become an advertiser instead? Durney says it was partly because Dice wanted the talent, and partly because it seemed more logical than building a rival content offering. "Why build our own thing and compete for mindshare?" he says.
The three sites' international readership is also appealing, says Durney. Slashforge, for instance, attracts nearly 40 million unique visitors per month, most of which come from outside the U.S. Brazil is the second biggest traffic source, followed by Germany, France and the UK. "Strategically we have been trying to move into tech online recruiting outside of North America for a long time," Durney says. "This is a way we can get access to a more international userbase."
This story originally published on Mashable here.
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