Alloy Media & Marketing

Profile from the 2007 Agency Report

Published on .

30 Alloy Media & Marketing
Revenue ($ in millions)20062005% chg
Employees20062005% chg
Offices20062005% chg
Notes: Alloy Inc., under its Alloy Media & Marketing (AM&M) unit, is a non-traditional marketer that uses direct mail, college and high school media, interactive, display media, college guides, promotional and social network marketing for its primary target, Generation Y (10 to 24-year-old age group). Alloy in March 2006 purchased the high school social networking website Sconex for $8.7 million. The site carries display ads and opens up more opportunities for integrated marketing. Alloy operates a network of youth-focus community sites that include, (for girls and young women, 12 to 24 years of age), (action sports for males 12 to 24 years of age), and and (targeting 18 to 24 year olds). Sconex targets 14 to 18 year olds. Alloy in December 2006 repurchased 952,381 shares of its common stock for $10 million from MLF Offshore Portfolio Co., its largest shareholder, controlled by Matthew L. Feshbach. The purchase essentially cut MLF/Mr. Feshbach's holdings in half leaving it with a 7.1% holding. Mr. Feshbach resigned as an Alloy board member. AM&M had been one of two units of publicly held Alloy Inc. until December 2005 when Alloy spun off the other unit, dELiA*s, a retail and direct marketing merchandising business it acquired in September 2003. The "Alloy" solo name has reverted back to Alloy Media & Marketing. AM&M itself has several operating units including 360 Youth (traditional, direct and interactive) and AMP Agency (sales promotion). AMP is an amalgam of sales promotion agencies folded into Alloy, including MarketSource Corp., Triple Dot Communications and Target Marketing & Promotions ( TMP). In February 2006, Alloy authorized a one-for-four reverse stock split.
Top executive: Matthew C. Diamond, chmn & CEO
Headquarters: Alloy Media & Marketing/151 W. 26th St., 11th Fl., New York, N.Y. 10001/Phone: (212) 244-4307/Fax: (212) 244-4311/URL:

An asterisk (*) indicates figures are Ad Age estimates.

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