Meredith Buys Database Firm

Directive Corp. Fifth Marketing-Services Agency Acquired

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NEW YORK (AdAge.com) -- Meredith Corp., the publisher of magazines such as Family Circle and Ladies' Home Journal, today said it has acquired yet another marketing services firm in Directive Corp., a 3-year-old Texas company specializing in database strategy, analytics and customer management.
Directive specializes in database strategy, analytics and customer management.
Directive specializes in database strategy, analytics and customer management.

As advertisers increasingly ask publishers for big ideas, creative services and other functions that once belonged to agencies alone, Meredith and others have pursued acquisitions to help meet that demand. In the last 18 months, Meredith bought two interactive marketing companies, Genex and O'Grady Meyers; the word of mouth and web marketing firm New Media Strategies; and an online health search engine called Healia.

"Directive is a great addition to our growing stable of custom marketing services," Jack Griffin, president of the publishing group at Meredith, said in a statement. "More and more, database strategy and analysis are driving other marketing activities. Many clients prefer to have a single source for their marketing needs, and the acquisition of Directive greatly enhances Meredith Integrated Marketing's competitive position."

Terms were not disclosed.
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