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If the words "Hearst" and "Complex" sound familiar, it could be because of last year's news that Hearst invested $21 million into the web and print platform last fall.
"Complex will turn up the volume on our growing portfolio with Verizon, complementing the audiences targeted with our other channel investments," Neeraj Khemlani, co-president of Hearst Entertainment & Syndication, said in a statement. "Complex’s smart, fresh content aims squarely at the ever elusive young male demo and drives unparalleled engagement with that audience across every social channel."
Rival publisher Condé Nast acquired music site Pitchfork last fall in search of a similar demographic. Or as Conde Nast’s Chief Digital Officer Fred Santarpia told NYT, "a very passionate audience of Millennial males," to the ire of female musicians and music fans.