The move comes amid consolidation in the e-mail industry and growth of the use of e-mail as a marketing tool. According to a June study by the Kelsey Group, small businesses alone will spend $2.2 billion on localized e-mail marketing by 2005. Thus, for ad-serving companies, the need to align with, or merge, with an e-mail marketing supplier is crucial. Real Media, a unit of PubliGroupe, had served e-mail in the past, but felt a need to have a streamlined capability for its clients, which include Weather.com, New York Times Digital and Forbes. "I think in e-mail we were deficient and having Topica as a partner helped us fill that," said Jack Smith, director of product management at Real Media.
Financial terms were not disclosed, but the deal calls for Real Media's sales force to sell Topica's Email Publisher product.
Mr. Smith said Real is considering "every available option" to keep up with competiton. DoubleClick bought e-mail specialists MessageMedia and FloNetwork this year, and smaller players have consolidated as well. Earlier this month, MindArrow Systems acquired Radical Communications.