Where Local Meets Social

TechCrunch has the news. Highlights:

Marchex total anticipated investment to acquire VoiceStar will be $28 million, consisting of approximately $20 million in transaction consideration and $8 million in company investment. Specifically, transaction consideration consists of approximately $12.9 million in cash consideration and Marchex will issue approximately $7.1 million in restricted stock that is subject to vesting over two-and-one-half years from closing to certain employees of VoiceStar; and company investment consists of $8 million relating to products, infrastructure, human resources and other items through 2008. The acquisition is expected to close by October 1, 2007.

What it means: brilliant acquisition. I am a strong believer in pay-per-call especially in a local context. Big question mark: will Marchex leverage the VoiceStar technology for their network of local web sites (thereby competing directly with directory publishers, who are the biggest customers of VoiceStar) or will they continue to sell VoiceStar as a platform? In any case, congrats to my two friends Ari and Todd who started VoiceStar a few years ago !!!

Update: Peter at Local Onliner has more info about Marchex’s strategy: “We can now also add proprietary pay-per-phone-call advertising units to our network of local Web sites, which allows us to increase the direct monetization of our own properties,” notes Marchex’s Peter Christothoulou, per press release. The release also notes that VoiceStar “increases Marchex’s ability to directly monetize its… network of Web Sites, lessening its dependence on third-parties and increasing….. revenue (via) call-based advertising units.”