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Postmedia buys social media software

Postmedia Network of Toronto has reached an agreement with Start23 of Toronto to acquire its Ampifii social media software. The product is intended to enhance the effectiveness of social media content campaigns. According to the company, Postmedia made the purchase as part of an effort to find new ways to monetize content creation and deployment. Ampifii co-creators Josh Merchant and Craig Rennick have joined Postmedia as vice-president of product and business development respectively.

"Given the rate of disruption in our legacy business, a big part of our future success will hinge on offering innovative new content and advertising solutions in the dominant search and social ecosystems," said Andrew MacLeod, chief commercial officer at Postmedia. "The Ampifii acquisition supports this strategy and is one step in an ongoing transformation."

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