The consolidation of well-known internet publishing brands is ongoing, with Static Media acquiring another site.
Engadget, the long-standing tech news website, has a new owner. Yahoo sold the publication to Static Media in a deal finalized in early February, with completion expected later this March. Although the terms weren’t disclosed, the acquisition hasn’t been publicly announced, but sources indicate that Engadget staff was informed weeks ago and has already been introduced to the new owners.
“This move reflects Yahoo’s focus on our core brands, aligning Engadget with an owner whose main focus is operating and expanding editorial media brands,” stated Sona Iliffe-Moon, Yahoo’s chief communications officer, in a statement to The Verge. The transaction is part of a larger partnership with Static Media, aimed at boosting audience and revenue across its brands, including Engadget. Static Media did not respond to a comment request.
Yahoo’s focus on core brands continues, having sold TechCrunch to media investment firm Regent last year. The company manages popular services like Yahoo Sports, Yahoo News, and Yahoo Finance, favoring partnerships over running newsrooms. In 2024, Yahoo laid off much of Engadget’s leadership, and now some staff are moving to Yahoo Tech, focused on commerce and buying advice, without a choice in publication assignment.
Engadget faces another ownership change, having joined Yahoo in 2021 after Verizon sold its media group to Apollo Global Management, later renamed Yahoo. Static Media is investing in legacy publishing brands, owning titles like SlashGear, BGR, Chowhound, Jalopnik, and SlashFilm. Sources indicate Static is committed to Engadget’s future with no job losses anticipated. Engadget’s history with large tech owners could benefit from Static’s media-focused attention and resources.
The broader trend involves media companies acquiring renowned brands to compete for digital ads amid decreasing Google traffic and AI developments. Keleops owns Gizmodo and Kotaku, Vox Media sold Polygon to Valnet, Regent owns TechCrunch, PCWorld, Macworld, and Tech Advisor, and Ziff Davis owns CNET, PCMag, Mashable, and others.