dmg world media -- producer of ad:tech -- is pleased to announce the acquisition of iMedia Communications. Read the details!

Today, we're pleased to announce that ad:tech expositions, a division of dmg world media and the leading event organizer for global interactive marketing conferences and expositions, has acquired iMedia Communications, publisher of iMediaConnection.com, the iMedia Connection newsletters, and producer of the iMedia Agency and Brand Marketer Summits.

This new relationship will allow the interactive marketing community to network and share best practices and ideas about interactive media, marketing and technology in a variety of formats including:

• Large-scale, worldwide exhibitions and conferences
• Intimate summits for senior executives held at premiere resort locations
• Daily e-newsletters from iMediaConnection.com
• Job postings, resource directory services, as well as both online and offline professional networking

To get more details, I chatted with iMedia CEO Rick Parkhill and Don Knox, vice president of ad:tech expositions.

Brad Berens: So, why is now the right time for this acquisition? What will the combination do for the interactive marketing community that the two companies couldn't do as easily for themselves?

Don Knox: dmg world media is committed to building out its technology division. We acquired ad:tech expositions in January of this year, and we've been actively seeking complementary businesses. iMedia delivers a high-level marketing audience which augments the strength of the ad:tech brand and reputation. Rick and his team have done a very impressive job of cultivating this end of the market, and we feel it's a natural extension to our portfolio.

Rick Parkhill: On our side, iMedia was coming to a crossroads in its evolution this year. The growth rate of online advertising alone is about 35 percent annually and forecast to continue at that pace for several years to come. For iMedia to keep up with this pace and provide the market with the information and networking opportunities, it requires some scaling that we cannot do organically. dmg is a world class show producer and information company with global offices. The advantages to both ad:tech and iMedia become pretty obvious and compelling. 
 
Berens: What are your immediate plans for integrating the two companies? Say, in the next twelve months?

Knox: iMedia and ad:tech are the leading brands in their market segments... why mess with success? Our initial plans are to maintain individual brand identity while leveraging each others resources to improve efficiencies and market reach. You will see a host of new product ideas introduced within the next 12 months and I'm excited to collaborate with such a smart group of folks.

Parkhill: We're excited on our side as well. Both ad:tech and iMedia have highly successful formulas and are executing better than ever. We won't do anything to disrupt the processes of both companies or the staff and their focus. They are both doing great jobs, and we aren't about to rock the boats.

Having said that, there are some things we are going to move quickly on that will get both companies working together. For example, the iMedia Resource Connection will be built out to develop an online "virtual trade show" where global visitors can find the companies and resources they need right on their desktop. ad:tech exhibitors and iMedia sponsors will be able to open online tradeshow booths and greet visitors every day.

We also recognize that one of the top priorities that companies in this space share is the recruitment of new team members. Agencies, brands, publishers and service providers are all looking for qualified people and we plan to help them recruit. For this industry to sustain growth means hiring thousands of new people each year. iMedia and ad:tech will move quickly to help with this pressing need with job boards, job fairs, career newsletters and websites.

Also, local markets are under served with interactive marketing events for small to mid-size business.

And, of course we plan to internationalize our business. ad:tech is already doing that in the U.K. and China this year, and we are looking at ways iMedia will support those initiatives next year and beyond. These are some examples of the things we are talking about now.

There are lots of needs and lots of opportunities. Our challenge will be to determine what we move on first and will look to our industry partners to help us determine that. 
 
Berens: Let's look past twelve months. How do you see ad:tech and iMedia working together three years from now? Five years from now?

Knox: Very well, of course! Those questions are always tough to answer, but we share a common goal and that is to maintain our lead as market innovators. Harnessing the power of our two companies will be something to watch.

Parkhill: And three years in this business is a few generations from now! Things move and change quickly and it's hard to predict. But if I had to, I'd say that both iMedia and ad:tech will retain their own identity and purpose while working closely with each other to be complementary siblings and make our parent proud. 

Berens: We'll stay tuned for an exciting future.

Brad Berens is the executive editor for iMedia Communications.