Alloy Buys Market Place Media

Share this article:
Alloy Inc., a print and online publisher of Generation-Y catalogs and publications, paid $48 million in cash for MPM Holding Inc.'s Market Place Media, a media placement and promotions firm targeting the college, military and multicultural markets.


The acquisition brings with it AllCampus Media, Armed Forces Communications and American Minorities Media. These brands reach youth-oriented markets through targeted newspapers, community dailies, radio stations and magazines.


Based in Santa Barbara, CA, MPM offers services like media buying and tracking, market research, publicity, promotions, event execution, analysis and information services. Clients of MPM include UPS, General Motors Corp., U.S. Army and AT&T Corp.


Alloy expects MPM to generate $22 million to $24 million and operating income of $1.2 million to $1.5 million in the second half of fiscal 2002. Similar projections for fiscal 2003 are $50 million to $55 million and $3.8 million to $4.3 million, respectively.


Market Place Media services now will be offered alongside Alloy's 360 Youth Media division. Alloy still will retain more than $60 million in cash after the acquisition.


Share this article:
close

Next Article in Agency

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

More in Agency

Publicis Launches New Digital Agency

Publicis Launches New Digital Agency

Roar, an amalgam of top digital talent from across Publicis Groupe, will be led by Zenith OptiMedia veteran Sean Reardon.

RAPP Names Orlov CEO

RAPP Names Orlov CEO

The Volkswagen marketing executive is a veteran of Wunderman and WPP.

Hawthorne Opens Mobile Unit, Names Digital Director

Hawthorne Opens Mobile Unit, Names Digital Director

Jared Lake moves over from M&C Saatchi Mobile to head the new unit.