Acquired for $1.6 Billion, the genealogy database and social network behind NBC’s “Who Do You Think You Are?” has been purchased for approximately $1.6 billion, or $32 a share, according to a report by the Wall Street Journal.

Permira purchased the site along with the European private-equity firm’s co-investors; CEO Tim Sullivan, CFO Howard Hochhauser, and other members of the company’s management; and Spectrum Equity, which holds about a 30 percent share of

Publicly traded since November 2009, is scheduled to release its third-quarter earnings statement on Wednesday after market hours. The company will no longer be holding a conference call to discuss the quarterly results now that it’s been sold.

In July, the company told shareholders that it expects to make $475 million in revenue for the year, with profits accounting for about a third of that amount. has more than 7 billion historical documents in its database — including Federal Census records — from the US, Canada, and Europe. In April, 2012, the company purchased for $100 Million, gaining 2.1 billion historical records including photos, newspaper archives, and vital records, as well as several employees.’s two million subscribers currently pay between $12.95 and $34.95 a month to access the site’s database and learn about their family histories.

Wrote WSJ’s Ryan Dezember, “The buyout is a bet that family-history research is more than a niche market and that the subscriber base can swell with technological innovations, deeper archives and a wider international audience.”

Image by leonello calvetti via Shutterstock.

Related Stories
Mediabistro Course

Marketing with Facebook Insights

Marketing with Facebook InsightsStarting October 2, learn how to use Facebook's analytics tool to track and optimize your marketing efforts!  Taught by the group marketing manager of social media at Microsoft/BingAds, Geoffrey Colon will show you how insights works, how to measure key performance indicators, and make your data actionable. Register now!