Noble Pursuit: Why Publishers Are Setting Their Sights on Digital Agencies; Viewpoint: Al DiGuido, CEO Of Zeta Interactive

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

4/23/10, Ad Age

Reports this week that Hearst might buy iCrossing left many industry insiders pondering the logic behind it all. Why would a newspaper and magazine publisher, best known for titles such as the Houston Chronicle and Cosmopolitan, spend upwards of $375 million on an interactive ad shop? Monday morning quarter-backing ensued even though there was no deal in place, with industry analysts quick to naysay the idea.

This is not the first time a publisher has gotten into the digital-marketing business. Both Meredith and Conde Nast have busted free of their neat publishing confines to buy stakes or full ownership of ad and tech firms.

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