CNN is in discussions about a possible acquisition of online social-news aggregator Mashable, people familiar with the situation said, a deal that could help the cable channel expand its share of Web advertising.
The talks aren't in an advanced state and it is possible no deal will be reached, one of the people said.
Considering the mainstream sway of Mashable, such news is fairly unsurprising. Pete Cashmore has evidently long enjoyed a working relationship with CNN and, given the continued rise of social media, has likely made a case for Mashable's relevance even in a traditional media environment.
Characterized primarily by link bait headlines and list posts, Mashable has a reputation for simply regurgitating uninspiring content. As of late, however, Cashmore has attempted to hire some serious talent and legitimize Mashable's relevance as news outlet.
Honestly, from my perspective, CNN acquiring Mashable makes perfect sense. I don't read Mashable - nor do I ever intend to - but I can certainly recognize its appeal to a company hoping to appeal to a younger demographic.