Last month, Platinum Equity surprised everyone when news surfaced the LA-based group had entered the newspaper business.  Platinum’s no stranger to buying distressed businesses, but the acquisition of The San Diego Union-Tribune caught most folks off guard and despite the deal’s relatively small size, generated significant media buzz.  

Attention naturally spilled over to Platinum itself as people looked to learn a little more about the firm behind the deal. Google searches for Platinum Equity in March bumped up 50% as result.

Not exactly the search gains singing sensation Susan Boyle has experienced this month, but impressive for PE.

(source: Google - Keyword Tool)