Discovery Channel will buy for $10 million

In advance of the launch of their Planet Green cable network (set to debut in 2008), Discovery Communications has agreed to pay $10 million US for, probably the leading online site for news, blogging, forums, and other resources related to green initiatives. Treehugger started off in 2004, and has seen amazing growth, with news reports for the acquisition putting the site’s monthly visits at about 1.4 million unique monthly visitors. I have been reading Treehugger for awhile, and I think it’s really cool that another New Media/Web 2.0 resource will be partnering with mainstream media.

From the press release: “The deal brings’s rich mix of news, blogs and advice to Planet Green and furthers Discovery’s previously announced goal of developing original programming related to the environment, sustainable development, conservation and organic living. In acquiring, Discovery is pursuing its multiplatform strategy of being the leading content provider across nonfiction genres around the world.” (Here is a link to the full press release at Discovery Communications)

Via NYPost and Treehugger announcement