Direct marketing company Publishers Clearing House (PCH) has acquired Blingo Inc. in an attempt to extend its reach into search engine marketing, writes DM News (via MediaBuyerPlanner). Blingo is a search engine with a business model similar to Yahoo's or Google's, but each time users conduct a search they also have the chance to win prizes, ranging from movie tickets to iPods to Visa gift cards.

The partnership allows PCH the opportunity to reach a demographic - younger consumers - who would not ordinarily be PCH customers. PCH expects to increase Blingo's prize offerings. Blingo is now a wholly owned subsidiary of PCH.