Meredith took around a 20 percent stake in Hyperfactory in July 2009, and has worked as the publisher's exclusive mobile partner since. Speaking with ClickZ, Meredith's president of integrated marketing, Martin Reidy, said the publisher made a strategic decision to invest in the mobile space but filtered a list of possible targets before arriving at Hyperfactory. "We made the initial investment to help figure out how well we worked together, and ultimately formed a very strong partnership," he said. "Mobile is becoming more important, and it's hard not to have it in your portfolio of offerings," he added.

Commenting on the pair's work over the past twelve months, Meredith National Media Group President Jack Griffin said in a company statement, "Our clients and consumers have responded well to these initiatives, and we look forward to increasing our presence in the mobile space.... The Hyperfactory's capabilities fall directly in line with our strategic goals and present significant opportunities for our business-to-business engagements."

The acquisition represents a growing trend of publishers branching out into digital marketing services, perhaps to help offset declining revenues from other sides of their business such as print publications.

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