Alloy Taps Advertiser Through Triple Dot Agency Buy

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Alloy Online Inc., which provides content and commerce for teens, has purchased Boston's Triple Dot Communications and its Y-Access research arm.


The acquisition will strengthen Alloy's involvement in the teen market and will give it access to Triple Dot's advertiser client base. Alloy's Alloy.com and ccs.com sites and its online magazine and catalogs reach more than 10 million teens each month.


"Alloy's key assets and core competency are our relationship with our advertisers, our database of 6.5 million teenagers and our understanding of teen-age marketing," said Matthew Diamond, CEO of Alloy, New York. "Triple Dot allows us to leverage all three of those. They have relationships with advertisers that we can expand upon."


Financial terms of the deal were not disclosed.


Nearly 6 years old, Triple Dot is a full-service agency that offers online and offline promotional planning, public relations, brand consulting and grass-roots marketing.


Triple Dot's clients include footwear marketer Timberland, Sonera Zed, Reebok and backpack maker Jansport/Eastpak. The privately held agency's combined billings totaled $4.7 million last year


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