ALM, publisher of The American Lawyer and Corporate Counsel, is forming a new marketing services team, making it one of the latest media companies to capitalize on this sector.

The group will be led by Eric Biener, who began at ALM last month as director of marketing services. Biener joined the company from Ziff Davis Enterprise, where he served as vice president of strategic accounts. 

The marketing services team was formed "in response to what we hear our customers saying," says Lenny Izzo, senior vice president of marketing at ALM, "that they no longer want to purchase marketing products and services in small discrete packages. They are looking for more end-to-end solutions, more life-cycle marketing." Izzo is also new to ALM this month and was hired to centralize and head up marketing efforts across the company.

Izzo says it’s premature to measure how large the team will be and how much the company will invest. "It’s a new business, and we’re scaling it," he says. "But we’re willing to put all the resources necessary behind this. We see this as one of our big growth areas. As marketing dollars start to shift away from traditional areas like, for example, print advertising, we want to make sure we are in position to be ahead of the curve."

With this move, ALM joins a wide range of media companies-Meredith, Hearst, Penton and others-working to establish themselves in this burgeoning market. In 2011, marketing and interactive services accounted for 291 M&A deals, worth a combined $15 billion-32 percent of total M&A deal value, according to the Jordan, Edmiston Group. 

Earlier this year, 1105 Media’s Enterprise Computing Group announced its formation of a marketing services division as well.    

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