Thursday, July 31, 2008

The Forrester/Jupiter Rivalry Ends

Making pronouncements about the potential of the Internet was still a growth industry back in 1997. Back then, Forrester Research and Jupiter Research were cut-throat rivals. Forrester was even basing part of its analysts' pay packages on how many times they were quoted in the press. From a Wired piece I wrote about the two companies:

    ... "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.

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