Blucora buying HowStuffWorks from Discovery

|By:, SA News Editor

HowStuffWorks, whose site and apps try to explain exactly what the company's name suggests, produces 38M unique visitors and 200M page views per month.

Blucora (BCOR -0.1%) is acquiring the business from Discovery (DISCA -0.4%) for an undisclosed amount of cash, and adding it to its InfoSpace (white-label search) reporting unit. Discovery will have ongoing access to HowStuffWorks' video content.

The acquisition comes a month after the WSJ reported Blucora is prepping an all-cash offer for electronics retailer Brookstone. The company's efforts to diversify follow a search/ad deal renewal with Google that doesn't cover Blucora's mobile users.

Update: Bloomberg reports the deal price is $45M - 82% less than what Discovery originally paid for HowStuffWorks.