Back in early 2005, Six Apart purchased LiveJournal, an online community of bloggers. Now LiveJournal has been sold again - this time to SUP, a Russian media company.

Compared to biggies like MySpace and Facebook, LiveJournal is a smaller player, but it still has about 14 million unique users.

So how much is this deal worth? Unfortunately, Six Apart didn't disclose the price tag on the deal. But in light of the valuations of recent deals - especially the Facebook financing - I bet it wasn't cheap.

In fact, it looks like there may be a scramble to buy up social properties. Basically, traditional media companies realize they need to get more aggressive in the space.

Interesting enough, SUP has been managing the LiveJournal platform for Russia, accounting for nearly 30% of the user base.

As for Six Apart, it will have more time to devote to its blogging systems, such as Movable Type and TypePad. After all, the company must deal with the tough fight from rival Automattic, which manages WordPress.

Tom Taulli is the author of various books, including The Complete M&A Handbook and The Edgar Online Guide to Decoding Financial Statements. He also operates DealProfiles.com.

To Russia with LiveJournal -- blog site sold to SUP originally appeared on BloggingStocks on Tue, 04 Dec 2007 10:35:00 EST. Please see our terms for use of feeds.