AOL set to grab Weblogs

AOL plans to acquire blog publisher Weblogs in an effort to bolster its presence in the ever-growing blogging community.

Weblogs, a privately held Santa Monica, California-based company, operates 85 blogs with subjects ranging from parents to technology to film. AOL said on Thursday it will integrate the blogs throughout its network, such as within its television, travel and personal-finance channels.

Jim Bankoff, executive vice president of AOL's programming and products, said in a statement: "This... combination allows our audiences to be able to do a 'deep-dive' into a vast array of compelling topics that keep them interested and entertained on our network of properties, day after day."

Terms of the deal, which is expected to close next week, were not disclosed. AOL is paying about $25m for the company, according to Reuters.

AOL has been making efforts to expand its online offerings to the blogging community. Last May, the internet giant announced it would offer free blog pages to anyone who signed up for its instant-messaging service.

The acquisition comes as competitors such as Google and Yahoo! have made efforts to enhance their own blog capabilities. Google last month launched a blog search feature, and Yahoo! recently came out with an ad network for blogs.

Nick Denton, publisher of blogging site Gawker.com, was sceptical of the deal. "The whole point about blogs is that they're not part of big media. Consolidation defeats the purpose. It's way too early," he said, adding that Gawker is not for sale.

Weblogs, which was launched in 2004, features more than 100 freelance bloggers who are paid to serve as experts on such blogs as TVSquad, SlashFood and luxury lifestyle site Luxist.

Dawn Kawamoto writes for CNET News.com