Scripps has purchased online social network and other tool provider Incando, reports MediaPost.

Incando runs Pickle.com, which acts as a media sharing site and set of tools for uploading of media. The purchase is just the latest by a major media company looking to buy its way into the consumer-generated-content field.

Scripps recently purchased Recipebazaar.com. The company said it expects up to half its revenue in the next several years to come from user-generated efforts.