©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.