Daily invests in fashion blog

The rumours were true. Swedish daily Sydsvenskan invests in the fashion blog Manolo.se and creates a company called Manolo AB. The blog has 45,000 unique visitors per month and will be kept a separate entity from Sydsvenskan and “will not in any way be connected with the Sydsvenskan brand”.

I’m not sure I see the synergies between a fashion blog and a local daily, if they are to be kept separate from each other, but I’m sure someone somewhere has a business case that says this is a good idea.

Update: Jenny Holmstedt, business developer at Sydsvenskan says that the blog has not been purchased mainly for its focus on fashion, rather because it has attracted an interesting target group of men between 15 and 40.