Smartphones, tablets and other mobile devices aren't very effective at advertising, says John Zieser, chief development officer and general counsel of Meredith Corp., in this video interview with The Deal magazine. But mobile devices are powerful when part of an overall marketing campaign. "The consumer doesn't just go to mobile, they're at retail, they read magazines, they watch TV," explains Zieser. "But mobile is huge when you put it together with a 360-degree offering, which we do at Meredith." The media company, which publishes 21 subscription magazines including Better Homes and Gardens, Family Circle and Ladies' Home Journal, bought mobile marketing company Hyperfactory for undisclosed terms in 2010 and expects to make more acquisitions in the mobile space. We caught up with Zieser at Mobile in May, an M&A conference in New York presented by Yankee Group and Gridley & Co. For more on trends in tech M&A, see "eBay-GSI deal a reason to be bullish on e-commerce," The Deal magazine's video conversation with Gridley & Co. CEO Linda Gridley. - Mary Kathleen Flynn
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