Development Hell, the publisher of Mixmag and The Word, has bought the popular social networking dance site DontStayIn.com. The site has around 1 million unique users per month, with most aged between 18 and 24.
It's a move that gives the the publisher more of a strong hold in the market and will allow Mixmag and The Word to have some sort of involvement in the social networking site. I think that in terms of marketing to the masses it shows us that firms out there are willing to invest in social networking and believe it to be the way forward. It'll be interesting to see what positive changes to the social experience this purchase brings, and if DH will link together some of their brands through DontStayIn.
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