Independent Media Sanoma Magazines, a Russian publisher of magazines and part of SanomaWSOY of Finland, acquired Webpark.ru, a popular Russian blogging and social networking service. The value of the deal was not disclosed.
Webpark.ru has over 1 million monthly visitors. According to a recent review of the Russian blogosphere, an average Russian blogger is a 22 year old female who makes 6 blog posts and 18 comments per month.
In December 2007, Independent Media bought out Ameno.ru, a leading web portal for women in Russia.
Update: According to RBC Daily, Independent Media paid about $1 million for Webpark.ru
In light of recent news that “social networking inventory not monetizing as well as expected“, it will be interesting to see how Independent Media will monetize the Webpark audience.
Some observers say that “advertisers would begin to back away from social network advertising, unless some new, more effective, mechanism was found“. Only the future will tell.