Vox Media, owner of technology site The Verge, is set to scoop up the blog network Curbed.com LLC for a mix of stock and cash in a deal that’s reportedly worth between $20 million and $30 million and which will position the soon-to-be-acquired company’s popular real estate blog network for further growth.

In addition to two networks of dining and retailing blogs, Curbed.com LLC operates real estate blog network Curbed.

The domain name curbed.com now hosts 18 blogs, including a national site and 17 others that cover different U.S. and Canadian housing markets. The blogs typically serve up a blend of quick-witted posts on “house porn” and offbeat real estate stories cherry-picked from other websites.

Manhattan-based Curbed launched its first blog in 2004, and also operates the restaurant blog Eater and fashion blog Racked.

Vox Chief Executive Officer Jim Bankoff told The New York Times that Vox was attracted to Curbed.com LLC because of its “young, affluent and social” readership, which Bankoff said flocked to the site because, like Vox, Curbed.com LLC values “storytelling.”

News of Vox’s planned acquisition comes shortly after it raised $34 million in new funding. The company is known for producing high-quality content with rich media.

Inman News Publisher Brad Inman is chairman of Curbed LLC and an investor in the company.

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