Google Sells Zagat to The Infatuation
Photo Caption: The Infatuation has created a lifestyle brand surrounding its ratings and review content that includes events and a robust and interactive social media presence.
Skift Take
Most tech companies have no idea what to do about the creation and management of content. Google proved that with Zagat and other acquisitions, so it is good to see it in the hands of a content-first company.
Google is poised to sell its Zagat review business to The Infatuation, the New York Times reported. Terms of the deal were not disclosed. The company intends to keep Zagat as a separate brand, according to the report.
The Infatuation, a nine-year-old ratings and review site, rose to prominence with its model of no-fuss "reviews for the people" and heavy reliance on social media. According to Infatuation CEO Chris Stang, the company plans to use Zagat content as a user-generated complement to its review con
