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UK news publisher Trinity Mirror (LSE: TNI) is continuing to build up its digital marketing business by acquiring Sunderland-based email marketing group Communicator Corp for £8 ($12.47) million.
Communicator handles email marketing, newsletters and SMS engagement for clients including Phones4U, Birmingham City Football Club and Trinity Mirror itself. The company clocked a £1 ($1.55) million annual profit on £3.5 ($5.45) million revenue in 2010/11.
Trinity Mirror in 2008 bought Liverpool web design agency Rippleeffect for £5.8 ($9.04) million.
CEO Sly Bailey, via release: “Increasingly we’re seeing that, in addition to print and website advertising, clients want help in areas such as website design, search engine optimisation, e-mail marketing, social media and web analytics. The addition of Communicator Corp to our stable of digital assets will enhance our offering and complement the digital marketing services currently offered by Rippleffect.
“Personalisation and targeted content are increasingly sought after by marketers in a multi-channel world and Communicator Corp is recognised in the industry for its ability to meet this demand.
“This investment is another demonstration of our strategic intent to drive more diversified revenue streams across multiple media channels and accelerate our growth into a multimedia business.”
Digital revenue growth is a mixed bag inside Trinity Mirror. In the 17 weeks to October 30, regional digital revenue grew just three percent from last year. In the nationals division, digital sales grew only one percent after disappearing MirrorBingo customers wiped out advertising growth of 33 percent.
Trinity Mirror is buying Communicator from shareholders Paul Callaghan, Gerard Callaghan, John Bernard Callaghan, Steven Nelson, Christopher Wilds and James Bunting. MD Wilds will stay aboard.