This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

Wicks Group Of Companies' Acquisition Of McMurry And TMG Custom Media Highlights Opportunities In Content Marketing

NEW YORK, February 5, 2013 /PRNewswire/ --

The deal

The Wicks Group of Companies, a New York-based private equity fund specializing in information, education and media, acquired two leading content marketing agencies - McMurry and TMG Custom Media. The transaction created the largest independent content marketing agency in the industry. AMR International supported Wicks as strategic advisors on the deal.

What is content marketing?

Content marketing is original content created and distributed by a brand (either in-house or through a third party). Unlike brand advertising, it is not overtly promotional and is designed to engage, rather than disrupt, the audience. Content marketing is disseminated through both print and digital media. Examples include an association monthly member magazine, an IT services company publishing a whitepaper on cloud computing or a beverage company launching a microsite on fitness and nutrition.  

Content marketing agencies have evolved from custom publishers who traditionally published in print for healthcare, association and corporate clients. As the on-line revolution progressed, these providers have added digital capabilities and know-how. Content marketing is supported by software that helps marketers manage, optimize, target, track and measure the ROI of their programs. Examples include marketing automation tools (e.g., Marketo), content management systems (e.g., Clickability), and social analytics (e.g., Radian6).

Why is this industry attractive?

- Content marketing is a large and growing market. Though the majority of the $40bn industry spend is internal, the external market remains substantial. Growing at c. 6%, it should outperform overall marketing services. Margins are attractive.

- Content marketing capitalizes on trends in marketing budgets. Budgets are migrating to "below-the-line" programs, including content marketing. Marketers must produce an ever-increasing volume of content to engage audiences that are fragmented across channels, formats and devices. As the complexity and need for resource and expertise rises, marketers increasingly turn to external providers and solutions.

- There are exit opportunities for investors. Global marketing and PR agencies view content marketing as attractive and look to capture these new budgets, until now organically. Enterprise software platforms are in an arms race to build the ultimate end-to-end marketer solution (e.g., Salesforce acquired Radian6 and Buddy Media, and Oracle acquired Eloqua).

" AMR did a fantastic job. They combined strong industry knowledge with a rigorous approach which yielded some very important insights to our investment process. We would recommend them whole-heartedly." Thomas Kearney, Principal, Wicks Group  of Companies

How we can help

1 of 2

Select the service that is right for you!

Action Alerts PLUS
Try it NOW

Jim Cramer and Stephanie Link actively manage a real portfolio and reveal their money management tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
  • Weekly roundups
TheStreet Quant Ratings
Try it NOW
Only $49.95/yr

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
  • Upgrade/downgrade alerts
Stocks Under $10
Try it NOW

David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
  • Weekly roundups
Dividend Stock Advisor
Try it NOW

Jim Cramer's protege, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Alerts when market news affect the portfolio
  • Bi-weekly updates with exact steps to take - BUY, HOLD, SELL
Real Money Pro
Try it NOW

All of Real Money, plus 15 more of Wall Street's sharpest minds delivering actionable trading ideas, a comprehensive look at the market, and fundamental and technical analysis.

Product Features:
  • Real Money + Doug Kass Plus 15 more Wall Street Pros
  • Intraday commentary & news
  • Ultra-actionable trading ideas
Options Profits
Try it NOW

Our options trading pros provide daily market commentary and over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • 100+ monthly options trading ideas
  • Actionable options commentary & news
  • Real-time trading community
  • Options TV
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!


DOW 17,883.30 +78.50 0.44%
S&P 500 2,072.27 +1.62 0.08%
NASDAQ 4,774.7930 +9.4130 0.20%

Brokerage Partners

Rates from

  • Mortgage
  • Credit Cards
  • Auto

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs