Forrester Buys Jupiter

David Schatsky | July 31, 2008, 07:25 AM

It was announced today that Forrester Research has bought JupiterResearch from MCG Capital for $23 million in cash. Forrester plans to integrate Jupiter's staff into its Marketing & Strategy division. The goal is to create a dominant marketing & strategy research organization that will become the indisputable leader in our industry.

A bit of Jupiter history. Jupiter was founded by Josh Harris in 1986 as Jupiter Communications. In the 1990s it adopted the syndicated research and advisory business model. It went public under CEO Gene De Rose in 1999 (I joined that year) and merged with Media Metrix in 2000, forming Jupiter Media Metrix. In 2002 the syndicated research business was sold to Alan Meckler's INT Media Group, which renamed itself Jupitermedia. In 2006 we were acquired by MCG Capital, which merged us with Kagan Research, briefly forming JupiterKagan, until the Kagan business was sold in 2007. And now we find ourselves in the affectionate embrace of our erstwhile competitor, Forrester.

Jupiter folks have looked at Forrester, which was founded in 1983 by George Colony, who still leads the company, with begrudging admiration. We have competed for mindshare, influence and clients in the arena of Internet business research and strategy.We have not always seen things the same way, and we have scoffed at times at some of Forrester's market forecasts and bold pronouncements on the future. But Forrester has a lot of smart people, and has gotten a lot right. And they have executed their business strategy masterfully.

As strange as it may seem, I am excited about this news. I know that the expanded, combined organization will have the resources to provide our clients with even greater insight and advice as well as access to Forrester's broad range of products and services.

Jupiter's employees are also going to benefit from the combination with Forrester. Forrester execs have enthusiastically expressed to me their respect for the quality of our staff and are eager for us to become part of the expanded company. Jupiter folks will reap the benefits of being part of a larger organization, with its rich resources, track record of effective execution, and commitment to employee growth and career development.

In the coming months we'll be working hard to continue providing Jupiter's clients with the high-quality research and service they have come to expect. At the same time, the two company's research, sales and client services teams will come together, and we'll be at work on an improved set of products and services that incorporate the best of what both companies bring to the table.

Stay with us, and watch what we do!