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Discovery Communications has announced the acquisition of TreeHugger.com for what is believed to be $10 million.
TreeHugger.com started as an environmentally focused blog in 2004 and grew to include forums, green guides and other related features. The site sits in the Top 20 blogs worldwide according to Technorati and is said to have 1.4 million unique visitors a month. Alexa ranks the site at 5,395 .
TreeHugger.com's Graham Hill said in a post that the acquisition "will allow TreeHugger to go much further and faster than it would have been able to alone or with another partner… by teaming up with Discovery, we believe we can more effectively play a critical role in [our environmental] mission"
TreeHugger.com will become part of Discovery's Planet Green initiative.