Along with the name change, ReadWrite is getting a new HTML5 “tablet-first” design that’s heavy on the graphics and seems modeled on The Verge‘s design.

Lyons replaces Richard MacManus, the founder of the site and its former EIC, who recently left the company to work on a book. Dan Frommer, who writes the tech blog SplatF, was hired as editor-at-large when Say Media acquired the company.

Lyons has recently been a lightning rod for criticism from the Apple community over what it considers to be troll posts, but in his new role at ReadWrite it seems that he will be encouraged to write and publish opinionated pieces. In a blog post announcing the changes, Lyons writes, “We want to turn our writers loose and let them write from the heart, in ways that are more personal, passionate, provocative and fun than ever before.”

Frommer will continue to write SplatF, he says.

@BradMcCarty Don’t worry, SplatF isn’t going anywhere.

— Dan Frommer (@fromedome) December 14, 2011

SAY reportedly paid $5 million for ReadWriteWeb, which has annual revenues of around $1.2 million and had 766,000 unique U.S. visitors in November, according to comScore (NSDQ: SCOR). ReadWriteWeb hasn’t taken any venture funding.

The New York Times (NYSE: NYT) will no longer syndicate ReadWriteWeb content, SAY Media spokeswoman Kristin Mitchell told me. “In fact, syndication on the NYT ended recently for all blogs,” she said.

SAY Media was created last year when online ad network VideoEgg acquired blog network Six Apart.

Release:

SAY Media Acquires ReadWriteWeb

SAN FRANCISCO – Dec. 14, 2011 – SAY Media today announced it has acquired ReadWriteWeb, one of the most popular and influential technology publications in the world, to anchor itsgrowing Technology channel that reaches more than 75 million global consumers each month. Founder and editor-in-chief Richard MacManus will continue to lead ReadWriteWeb as part of SAY Media’s rapidly expanding editorial team. In addition to ReadWriteWeb’s current staff, new star writers will contribute to the renowned technology publication, starting with Dan Frommer, founder andeditor-in-chief of SplatF, who will serve as editor-at-large.

“ReadWriteWeb has established itself as a leading news and analysis source for the tech community, reaching high-level business influencers and decision makers. Its editorial team is frequently sourced and considered to be one of the best in the business,” said Matt Sanchez, CEO, SAY Media. “As we looked to acquire a property that would further strengthen our technology channel, ReadWriteWebnaturally rose to the top of the list. Richard and his team are extremely passionate about the content they create and have worked very hard to develop a deeply engaged and informed community of tech enthusiasts.”

As part of SAY Media’s portfolio of owned and operated media properties,ReadWriteWeb will take advantage of the company’s proprietary technology platform, experienced ad sales team, and world-class design expertise to scale its business to reach more technology enthusiasts and decision-makers. Under SAY’s guidance, the site will continue to evolve through design and user experience innovations that align with SAY’s Clean Campaign vision, and also expand its editorial scope to appeal to a wider array of technology consumers.

“We’re incredibly excited to be joining SAY Media and believe this partnership will help us better serve our community of readers,” said Richard MacManus, founder and editor-in-chief, ReadWriteWeb. “With SAY’s technology and services we’ll be able to scale ReadWriteWeb in ways previously unavailable to us. We’ll now be able to expand our editorial scope into relevant areas of interest and redesign the site to create a more premium experience for both our readers and advertisers.”

This acquisition will strengthen SAY’s Tech channel offering by giving brands an assortment of custom advertising opportunities that leverage the influence and authority of voices like Richard MacManus and Dan Frommer and the reach of SAY’s broader network of technology properties to connect brands with engaged audiences. Current sites in SAY Media’s Tech channel include: Android and Me, Gear Patrol, gdgt, SplatF, TechDirt and more.

“ReadWriteWeb covers the tech industry with a high level of integrity and intellectual curiosity. I can’t wait to add my voice to the site, as I report on technology trends around the world,” said Dan Frommer, founder and editor-in-chief, SplatF and editor-at-large, ReadWriteWeb.

As SAY continues on its path to become the undisputed home of passion-based, vertical media properties, the company will continue to partner with, build and acquire sites that create quality content with a point-of-view and maintainvibrant, engaged communities.