This week Time Inc. made headlines when they announced their purchase of the female friendly blog site, Hello Giggles. It is estimated that this blog site , that is only a few years old, was purchased for somewhere between $20 and $30 million dollars. In this episode of Content Inc. Joe Pulizzi asks you to not just notice the buying of this site by a major media company, but to ask why other female friendly brands had not considered doing the same thing? If it's often cheaper to purchase existing assets vs. building your own, perhaps it's time for brands to consider other content assets on the market and bring them into their own companies, much like Time Inc. is doing.