It's 1 p.m., and 18 staffers are gathered around a table dissecting graphics of Steph Curry and LeBron James. They are scrutinizing the type, font and visibility of an image that they hope will go viral ahead of an NBA Finals game.
Welcome to Bleacher Report, a sports site that attracts tens of millions of visitors, many of them from the hard-to-reach key demographics that advertisers covet, 18- to 35-year-old men.
The site, acquired by Time Warner's Turner Sports in 2012 for a reported $175 million, has become a key destination for millennials when it comes to sports news, entertainment and data, all the while emerging as an industry disruptor. In March, Turner announced an additional $100 million investment in the site. Bleacher Report said it has about 400 full-time employees.
The company wouldn't give specific numbers about profitability, but did say it was on the scale of BuzzFeed, which had $170 million in revenues last year. Another source estimated the company revenues north of $100 million.