Meredith Takes Stake In Mobile Marketing Firm

http://directmag.com/mobile/news/meredith-mobile-hyperfactory-0722/
Meredith Corp. has taken a stake in The Hyperfactory, an independent mobile specialist. The value of the stake was not disclosed.
Mobile is becoming a vital ingredient in integrated marketing campaigns, giving consumers access to brands at key decision points in the purchasing cycle for awareness, consideration and calls to action,” said Wendy Riches, EVP, Meredith Publishing Group, in a statement. who oversees Meredith Integrated Marketing. “The Hyperfactory is the ideal partner for us to help us better serve our partners who are recognizing and seeking to capitalize on this trend.”
The investment enhances the services and capabilities of Meredith Integrated Marketing, the business-to-business unit Riches oversees which provides leading corporations and brands with custom print and online communications for their customers. The investment will not have a material effect on Meredith’s financial performance in fiscal 2010, according to a statement.
Hyperfactory, which was founded in 2001, offers creative initiatives through mobile channels.
“Joining forces with The Hyperfactory provides Meredith Integrated Marketing with access to the fast-growing mobile category and complements our recent acquisitions in the digital marketing space,” says Jack Griffin, president of the Meredith Publishing Group, in a statement. “The Hyperfactory’s capabilities fall directly in line with our strategic goals and present significant opportunities for our business-to-business engagements.”
Since 2006, Meredith Integrated Marketing has added interactive marketing services firms O’Grady Meyers and Genex; viral marketing leader New Media Strategies; healthcare marketing communications specialists Big Communications; and database strategy and analytics experts Directive.