Bath-headquartered digital media group Digitalbox has continued its expansion with the acquisition of a satirical website which says it provides “an antidote to the daily grind”.
The Poke was launched in 2002 to deliver what it calls fast-turnaround topical distractions by selecting the funniest content on the web, enabling its users to spend “time well wasted”.
Digitalbox, which operates three brands Entertainment Daily, The Tab and The Daily Mash, said the acquisition – financial details of which have not been disclosed – gave it the opportunity to strengthen its position in the online satire/comedy market.
The Poke has more than 3m monthly sessions, roughly the same number as The Daily Mash. As a result, Digitalbox will become the UK’s leading destination for online humour.
The Poke generated revenue of around £170,000 in its financial year to November 2021. Digitalbox said it expects to be able to “materially enhance” its contribution in the medium term through integration with its Graphene technology platform, which it said had already helped bring about a strong return at The Tab since its acquisition two years ago.
Profits at The Tab, the UK’s biggest youth culture site used by students, had grown significantly, said Digitalbox, with revenue for the six months to 30 June up 52% as a direct result of it using the group’s Graphene ad stack.
Digitalbox CEO James Carter said putting The Poke alongside its own satirical news site The Daily Mash and The Tab created opportunities to grow its audiences across the sites and strengthen the market position led by Entertainment Daily, which publishes online UK entertainment news covering TV, showbiz and celebrity news.
“The Poke is another excellent addition to our growing portfolio of exciting digital assets,” he added.
“We have a proven and successful approach to integration which releases value from the assets we acquire.”
The Poke editor John Plunkett said: “I have enjoyed running this independent UK institution over the last five years as we have built on the success of the brand first brought to life in 2002.
“As the site continues to prosper in these uncertain times, we see it as a perfect moment to become part of a company with an enhanced tech infrastructure presenting further opportunities for growth alongside The Daily Mash.”
