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Advantage Business Media Buys Vicon Publishing

The deal expands Advantage's footprint in the lab and forensic sciences markets.

Bill Mickey By Bill Mickey


Rockaway, NJ-based Advantage Business Media has acquired Vicon Publishing, a media company targeting the laboratory and forensic sciences markets, in a cash deal.

"It's a company that fits us with no waste, all the brands tie in nicely," says Advantage CEO Richard Reiff.

Vicon's brands—ALN Magazine, ALN World, Controlled Environments, Forensic Magazine and DFI News—pair up with Advantage's bioscience and lab equipment products. Also included in the deal is the annual TurnKey Conference, which serves the laboratory animal facility and medicine markets.

Vicon's offices, with a staff of about 15, will remain in Amherst, New Hampshire and the company will become a subsidiary of Advantage, renamed Vicon Business Media.

The deal is the second for Advantage in the last year. The company purchased Continuity Insights in May 2011.

Reiff declined to offer the terms of the deal other than noting it was done with cash, but said Vicon will increase Advantage's revenue by about 10 percent.  

Going forward, Reiff says he plans to continue maximizing Vicon's digital revenues, bringing them more in line with Advantage's, which account for about 44 percent overall.  

Reiff also plans to expand his conference business. "I believe in this day and age of digital media, face-to-face will become more important. I'm looking towards the small, high-value content market and building conferences around that."

Bill Mickey By Bill Mickey

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