Magazines Join Digital-Ad Wave

What You Should Have Read, April 1, 2008

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Magazines Join Digital-Ad Wave

The Wall Street Journal takes a look at magazine publishers acquiring small technology firms in hopes of offering a compelling menu of digital services to keep marketers from taking their ad dollars elsewhere on the web. The article looks at a Conde Nast promotion for Dillard's that uses news-aggregation site Reddit, which it bought in 2006. Meredith, publishers of Better Homes & Gardens and Family Circle, bought three digital agencies during the past two years, including digital-ad agency Genex and word-of-mouth marketing firm New Media Strategies. Hearst, which publishes Cosmopolitan and Good Housekeeping, has also made a string of acquisitions, including social-shopping site Kaboodle and, most recently, a question-and-answer tool called Answerology.
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