ARGI Acquires Media Brains’ Reader Services Division
ARGI announned the acquisition today at the Folio: Publishing Summit in Chicago. The new program will allow new and existing customers to use both paper and Web-based response card sources to capture valuable reader information. The new Web-based program will allow publishers to have measurable and instantaneous solutions, said ARGI CEO Ray Butkus in a statement. "In an advertising environment where many publishers prime online real estate is sold-out, ARGI Focus will provide the publisher with new ad space that will encourage cross-media purchases of print ads and online lead capture."
With the acquisition, ARGI will launch ARGI Focus, a new reader services offering which will provide publishers with a Web-enabled and user-configurable lead capture capability. ARGI focus will be integrated into the company’s existing Vision and Insight product platforms. ARGI will also launch Focus HD Web Reader, which will grant publishers more real estate to sell on the Web to customers looking to do mixed media buys. "One of the big problems successful Web sites have, is that they have no additional advertising inventory to sell," said Hendricks. "When you log on to the site the Web ad is clicked and vistors enter their information to donwload brochures on the product they are interested in. It’s an extension of the print ad."
Hendricks anticipates a smooth transition integrating the new company into ARGI’s existing products and services. ARGI will welcome about 20 additional employees to its staff. "We’ve been working with MediaBrains very closely for a long time on this," he said. "By fusing reader response data with subscription fulfillment and other publication data functions, this will allow the publisher to have a clearer focus on their customers that will benefit them and their advertisers."