iMedia Communications Joins dmg's AD:TECH
Purchase will help firm expand further into interactive advertising
By Margo McCall -- Tradeshow Week, 10/10/2005
The technology division that dmg world media established with the purchase of AD:TECH became a little larger with the company's acquisition of iMedia Communications.
The 4-year-old iMedia, based in Los Angeles, produces an electronic newsletter and five hotel-based summits for the interactive advertising industry. CEO Rick Parkhill and its staff will be staying on as part of the transaction.
"iMedia's going to bring a lot of resources to the table, with staffing and market reach," said Don Knox, vice president of AD:TECH Expositions. "They reach the high end of the market. We feel that it's complementary to AD:TECH's audience."
Although the company also launches new shows, dmg in recent years has been among the industry's most active acquirers. Knox said the company has been looking for properties to augment AD:TECH since the series of interactive advertising shows was purchased from JD Events in January.
"Dmg is very pro-acquisition in terms of their growth model. AD:TECH was a stellar first acquisition to build out our technology division," said Knox, adding that further acquisitions are being sought.
The 8-year-old AD:TECH is now produced in five cities: Chicago, London, New York, San Francisco and Shanghai, China. The two international events are being launched this year under licensing agreements with IMP Events in the United Kingdom and Infoex-World Services in China.
Jordan Edmiston Group Inc. represented iMedia in the transaction. The New York investment bank also represented AD:TECH when it was sold to dmg.
AD:TECH and iMedia will continue to operate independently for the time being. While AD:TECH, according to Knox, is "the industry show that everyone goes to," iMedia has a lock on high-level chief marketing officers, vice presidents and other senior executives.
Knox foresees strong growth prospects for the interactive advertising industry. "We're definitely turning the corner in this specific market. We feel that the timing couldn't be better," he said.
Knox and most of the AD:TECH team work out of dmg's San Francisco Bay area office. Dmg veteran Paul Beckley serves as show director, former JD Events employee Cindi Gallucci as director of marketing and conferences, and MediaLive Intl. veteran Lori Luna as marketing and operations manager. Susan Bratton is the AD:TECH chair.
The AD:TECH team will have some company in the Larkspur, Calif., office now that 10 show managers with dmg's Home Interest North America division have been relocated there from offices in Anaheim, Phoenix and San Jose, Calif. Top executives, the original arts and crafts group, and the communications and business development departments also operate out of that office.
As part of what the company called "a minor restructuring," the Ottawa office will be consolidated with the Montreal office.
Dmg spokeswoman Mia Eng said the moves were intended to "improve marketing effectiveness," and cost savings "were not the driving factor in deciding how to better structure this part of the operation."
