• by David Goetzl , August 3, 2006

MTV Networks is getting into the print business. The Viacom unit of cable networks and online properties will acquire the parent of College Publisher--which sells ads on behalf of more than 2,000 on-campus print publications--and fold it into its mtvU operations.

Under the deal, MTVN will acquire Y2M: Youth Media & Marketing Networks, which acts as a rep firm for the 2,000 print publications and 450 online campus papers. MTV can then bundle those sales opportunities with avails on its 24/7 network that reaches 750 colleges. MTVN says it will be able to offer national advertisers opportunities for local targeting.

The venture into print is rare for MTVN, whose only other ad-supported print operations are Nickelodeon and Nick Jr. magazines.

"This acquisition is in line with our business strategy of moving forward in the digital space and continually expanding our online portfolio of music, gaming, news and entertainment," says Judy McGrath, Chairman/CEO at MTVN. "Bringing mtvU and Y2M together is another avenue for us to be everywhere our audiences are," she says, adding: "It deepens our relationship with them and connects them across every platform and device, all the time."

mtvU also operates the Uber broadband channel and a mobile platform.