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BNP Builds Out Packaging Portfolio

Acquisition includes digital magazine and expo.

Michael Rondon By Michael Rondon

BNP Media is expanding its Packaging Strategies group with the acquisition of two related properties.

The b-to-b publisher and event producer has purchased Converting Influence, a digital magazine, and Converters Expo from the properties' founder and director Susan Stansbury. Stansbury will stay on in a consultant role as they transition over to BNP management over the next few years.

Terms of the deal were not disclosed.

*Converting Influence has a distribution of about 2,600, according to BNP Group Publisher Randy Green, while Converters Expo draws about 100 exhibitors annually.

"It made sense as a whole group," Green says. "There's more synergies there than as a standalone. It brings us into an area that we haven't played as much into in the past and it can open up new opportunities. Ultimately, we can offer a nice integrated media package to [advertisers]. It's a nice springboard to expand our presence."

Green says the acquisition brings the group into a new market segment and will lead to several possible content expansions in the first quarter of 2014. Existing titles Flexible Packaging and Food & Beverage Packaging could see newsletters and special sections stemming from Converting Influence's area of coverage.

"This is a win-win for our group and for BNP, with its strong national contacts and history of hosting events similar to our annual Converters Expo, " Stansbury says in a statement. "We expect the transition to be seamless, along with a new boost by BNP to grow the Converters Expo in a faster, stronger way."

BNP manages more than 50 b-to-b titles and 30 industry events across 11 verticals. In addition to the newly-acquired properties, its Packaging Strategies group oversees two magazines and three events.

*Editor's note: Total distribution for Converting Influence was listed as 12,000 in a previous version of the article. Flexible Packaging has a circulation of 12,000.

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Michael Rondon By Michael Rondon

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