Penton acquires EyeTraffic Media

Penton Media, a b-to-b media company, acquired online marketing firm EyeTraffic Media on March 10. EyeTraffic will be incorporated into the Penton brand.

“After evaluating their products, services and business model, we felt that they would be a great addition to corporate strategic plans underway,” said Kim Paulsen, Penton's SVP of marketing services. She declined to elaborate on what marketing plans are underway.

She did say, however, that EyeTraffic's “portfolio of products complements Penton's offerings and capabilities to be announced next month.” She cited EyeTraffic's capabilities in search engine optimization, social media listening, online lead generation through pay-per-click, and paid search marketing as the reasons the company was targeted for acquisition.

EyeTraffic's CEO and principal manager, George Assimakopoulos, will become VP of digital media services at Penton. He will report directly to Paulsen. Penton said it will retain all EyeTraffic staff.

“We have been looking forward to have the EyeTraffic staff join us,” said Paulsen. “They bring a vast amount of digital marketing expertise and skill sets to Penton.”

The EyeTraffic staff will continue to work from its offices in Arlington, Va., and Washington, DC.

Penton filed for Chapter 11 bankruptcy protection exactly one year ago today.

Terms of the deal were not disclosed.