Publicly traded Demand Media, which has struggled with declining revenue over the past year, sold humor site Cracked to EW Scripps for $39 million.

“In this era of fragmentation, you can’t just be middle-of-the-road. You have to be something that consumers love, and people love their Cracked,” said Adam Symson, chief digital officer at Scripps.

Scripps said that Cracked had about $11 million in revenue last year and was profitable. It generated about 8 million unique visitors in February across all platforms, a 12 percent jump from the same period a year earlier.