Everyday Health beefs up lifestyle offering with EQAL buy

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Everyday Health acquired EQAL, which manages digital media properties for consumer brands and celebrities, including Jennifer Lopez, Bethenny Frankel and Lauren Conrad.

The firm was founded by Miles Beckett and Greg Goodfried, the guys behind lonelygirl15, KateModern and Harpers Globe, boasts more than 40 media properties, including WalkWithWalgreens.com, Kraft's RealWomenofPhiladelphia.com and ToriSpelling.com. It will continue to be based in Los Angeles, under the leadership of Beckett and Goodfried, who will report to Everyday Health EVP and general manager for lifestyle Laura Klein in New York.

“Everyday Health has been focused on the growing lifestyle verticals for several years, and this acquisition expands our content and marketing opportunities further,” said CEO and cofounder Ben Wolin. “Co,bining Everyday Health's broad reach and existing portfolio with EQAL's expertise in paid and earned media solutions will provide marketers with an unparalleled solution for cutting-edge integrated marketing opportunities across multiple platforms.”

Financial terms of the deal were not disclosed.

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