Citizen journalism site Allvoices has been sold to digital marketer Datran Media. The deal seems like an an odd tie-up, considering Datran is likely best known for its e-mail marketing platform and other digital marketing solutions, while Allvoices is a news site, which features user contributed stories, along with links to stories on mainstream news sites. But Datran says the deal will allow it to enter “the social news category” and that it expects to expand Allvoices into categories beyond news.
Datran also says that it currently licenses “content distribution and audience technology” to publishers, and the addition of Allvoices’ “crowd-sourcing technology” will allow it to enhance that business. The entire Allvoices team is joining Datran, including Allvoices CEO Amra Tareen, who will now be Datran’s SVP of strategy.
Financial terms of the acquisition were not disclosed, although Datran is describing it as “a good one for both companies’ partners, clients, employees and investors.” Allvoices, which claims to attract 10 million unique users a month, had raised at least $7.5 million in funding, including $3 million in a funding round a year-and-a-half ago.