By: Lucia Moses Media Command Inc. planned to announce Saturday that it has agreed to buy the Barry Group consultancy, marrying the former's publishing systems with the latter's business-analysis tools.
The larger company would be poised to benefit from newspapers' growing interest in customer-relationship management to increase advertising and circulation revenue. The Barry Group, whose clients include Gannett Co. Inc. and
The Washington Post, uses customer and market data to help identify the most profitable customer groups and then devise targeted sales campaigns for advertisers and subscribers.
Media Command said the Barry Group would continue to serve clients who use systems from vendors other than itself.
The Barry Group would become a subsidiary of Tampa, Fla.-based Media Command and remain in Bethesda, Md., with Larry Sackett staying on as president.
Terms of the deal were not disclosed.
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