Adobe is strengthening its product portfolio with its intention to acquire Swiss firm Day Software, which makes Web content management systems aimed at marketers. Adobe announced an all-cash tender offer for Day’s shares. The purchase price is approximately $240 million.
Many of Adobe’s products, such as Illustrator and Photoshop, are used already to create marketing materials for companies. Moving into Web content management is a natural step since as many of these marketing materials are consumed and distributed online. Day allows marketers to manage digital assets for online marketing campaigns and set up marketing blogs and other social media outreach.
Day is publicly traded. The company reported revenues of 25.1 million Swiss francs ($23.7 million) for the first half of 2010, up 47 percent. Net income for the period was 3.7 million Swiss francs ($3.5 million).
Adobe is clearly looking to grow through acquisitions. Just last September it bought Web advertising analytics giant Omniture for $1.8 billion.