As an engineer and self-professed “nerd,” Reggie Renner didn’t expect to end up working in media.
“I’m just a coder who loves building tools,” says Reggie. “So I started out building content recommendation widgets. But my transition to media started when we launched our first website, Looper.com, about 10 years ago.”
Looper offers readers unique, enjoyable insights into movies and TV shows. While Reggie doesn’t consider himself a movie geek or a burgeoning film critic, he loves data — so when he started the site, he and his co-founder made sure to equip Looper with data-driven tools and processes on the back end to help the site grow.
He may not have known it at the time, but Looper marked the beginning of Static Media, a network of 20 sites that provide readers with a diverse range of written content across verticals like film, food, travel, lifestyle, and so much more.
Thanks to a thriving video business on YouTube, Reggie and his co-founder were able to launch more sites from scratch and grow their authority on Google. They built strong partnerships with distribution partners, which helped them power more and more site visits.
Soon Reggie and his team realized they could reach another level of growth if they acquired other sites and added them to their content network. But before they could purchase other sites, they would need to find a way to sustainably monetize their existing content.