The Forrester/Jupiter Rivalry Ends
... "A very critical way we market is through the media," says Forrester president George F. Colony, a charismatic 44-year-old who founded the company in 1983. "Quotes help us sell."
No one understands that better than Adam Schoenfeld, a VP at Jupiter Communications in Manhattan. The scrappy, fast-growing Jupiter is Forrester's closest competitor in the consumer research market, with a projected $10 million in annual revenue, and Schoenfeld is Jupiter's one-man quote-spewing jihad. He averages 1.25 mentions a month in the Times - more than any one of the competition's pundits. "I keep my eye on a couple of my favorite Forrester analysts," the 33-year-old Schoenfeld acknowledges with a grin, "just to make sure I'm getting quoted more than them."
(Interestingly, Shoenfeld seems to have become a professional poker player since I last spoke to him.)
Now, Forrester, which has long since eclipsed its rival, is buying Jupiter for $23 million.
Here's the official press release.
Labels: acquisitions, Forrester Research, Jupiter Research
1 Comments:
Forrester buying Jupiter is a smart move for a number of reasons (e.g., getting smart analysts with reputations, adding sales reps with rolodexes, and adding clients to cross-sell).
The hard part will be the integration of the two companies. I went through a lot of acquisitions at Gartner and observed a lot more as an observer of the analysts and each one was tough. It will be interesting to see whether this acquisition ends up being winner or dud.
Carter Lusher
Strategist
SageCircle - the experts on the IT industry analysts and analyst relations best practices
www.SageCircle.wordpress.com
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