Axel Springer & Business InsiderIt’s getting frothy in Webland. German media conglomerate Axel Springer said Tuesday that it is buying 88 percent of website Business insider (BI) for $343 million. Axel already owns 9 percent of BI.

Founded in 2009 by onetime DoubleClick CEO Kevin Ryan and others, Business Insider covers the entire business waterfront. The site also keeps close tabs on technology, celebrity, politics, entertainment, culture and sports.

If and when approved by regulators, the deal should expand the already ample pitching opportunities for brands, organizations and PR agencies to get their companies and clients exposure and their stories told via BI.

Axel said the addition of BI’s 76 million unique monthly visitors will increase Axel Springer’s worldwide digital audience by two-thirds, to approximately 200 million users, making the company one of the world’s six largest digital publishers in terms of reach.

For example, Axel Springer has significant stakes in Ozy.com, the online magazine, as well as Mic.com, the news site focused on millennials. In April, it entered a partnership with Politico for the European edition of the political publication.

Under the deal, Henry Blodget will continue his role as BI Editor. Ditto for Julie Hansen, the website’s COO-president, according to the Atlantic.