Bringing print to 'net is
always hard to do

Meredith has acquired database/CRM firm Directive.

In the past couple of years, the pair collaborated "on a few shared clients," according to DM News.

Directive holds some 85 million names in its database, comprised mainly of subscribers to Meredith's 25 magazines, including Better Homes & Gardens.

The database categorizes people with a "passion points" system, which highlights user interest based on magazines they subscribe to.

Meredith set its sights on acquiring marketing services companies in the past year and a half, hoping to beef up its web publishing offering.

Directive will join interactive marketers O'Grady Meyers, Genex, New Media Strategies, and online health search engine Healia.