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BMCMedia Buys Up in Soft

Interactive advertising and marketing solutions group BMCMedia.com is to acquire 51 per cent of Texas, US-based SoftMedia Consulting Group, which provides online marketing and traffic generation solutions to the Chinese language market.

SoftMedia established the Media999 Internet advertising network in the USA and China. The network now represents more than 100 sites, and is one of the largest online Chinese language advertising networks in the region.

The network reaches more than half of China's Internet users and over 70 per cent of Chinese-American users in North America, delivering over 300 million ads a month.

Under the agreement, BMCMedia will provide up to five per cent of its issued share capital to SoftMedia's owners, along with AUS$158,000 (US$100,000) to expand Softmedia's business and Media999 over the next year.

The acquisition gives BMCMedia a greater foothold in the Asia Pacific market, which it has lately been focusing its efforts on entering.

The company has already established offices in Hong Kong, Singapore, Tokyo, Taipei, Seoul, Beijing and Shanghai to aid its Asia Pacific push.

"This agreement provides us with an immediate gateway to the Chinese market, not only in mainland China, but Chinese language speakers throughout the world.," said BMCMedia chief executive Anthony Bertini.



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