Source Interlink Buys Creative Shop

Another major magazine publisher is getting into the advertising and marketing business. Source Interlink Media acquired Mind Over Eye, which specializes in digital marketing and visual effects, including producing spots for television, Internet, mobile and feature film distribution (often employing CGI).

Source Interlink plans to consolidate similar creative capabilities with Mind Over Eye and bill itself as a "full-service creative agency."

Source Interlink Media president Chris Argentieri stated: "This acquisition will further extend our capabilities, positioning Source Interlink Media as a one-stop shop for integrated marketing solutions."

Brad Gerber, executive vice president for sales and chief marketing officer for Source Interlink Media, added that the alliance would "deliver unique marketing opportunities that are engaging, measurable and efficient, while helping partners and clients connect to our total audience of over 100 million monthly."

As noted, with more than 70 targeted publications -- including automotive, action sports and home tech titles, as well as 90 Web sites -- Source is the latest magazine publisher to buy marketing and advertising services agencies.



In March, Penton Media acquired online marketer EyeTraffic Media, a firm with expertise in search-engine marketing, online media buying, email and social media, mobile marketing and Web analytics. It had already made its reputation with work for high-profile clients like DuPont, Mazda and Georgetown University.

In June 2010, Hearst Corp. acquired iCrossing, specializing in digital marketing services, including planning and development for Web, email, mobile and social-media marketing.

iCrossing also built up an extensive marketing platform offering services like bid management, SEO automation, display ad-serving and mobile advertising. iCrossing also had established relationships with major brands, including Bank of America, Toyota, Travelocity and The Coca-Cola Company.

The Hearst division that includes iCrossing is headed by senior vice president Matthew Petersen, formerly of Meredith Corp., one of the first magazine publishers to begin acquiring advertising and marketing agencies. Over the last few years, Meredith acquired O'Grady Meyers, Genex, New Media Strategies and Big Communications to create an integrated marketing division.

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