Skyworld, Beeline Join Operations

Skyworld Interactive and Beeline Internet Resources have combined operations in an effort to have more of an impact in the e-marketing arena. No cash changed hands.

Over the past few weeks, Beeline’s dozen employees have moved into Skyworld’s Stoneham, Mass., office space. The fused shop, to be known as Skyworld, also plans to maintain a small office in Boston to service clients in the downtown area.

The newly merged entity now boasts combined revenue of approximately $3 million.

Beeline CEO Glenn Morgan becomes chief operating officer, reporting to Skyworld president Andrew Celentano. Morgan, Celentano and Skyworld chief technology officer Michael Ratner are the company’s three managing partners. They oversee a total staff of about 25 employees.

Both Skyworld and Beeline had been seeking a partner with which to merge since last fall, when the recession accelerated. “To grow in this environment, acquisition is a good strategy,” Celentano said.

The principals cited the value of seasoned management and technological prowess as driving their union. Morgan also met with executives from about 15 Internet shops in the area, but was most impressed with Skyworld’s reputation as a financially strong, service-oriented company with high levels of client satisfaction. “One thing I really liked about Skyworld is Andrew’s focus on ROI,” Morgan said.

Chemistry between both workforces, an element often overlooked when shops team up, was another key factor in their decision, the principals said.

Celentano looks forward to using Beeline’s Unix-based platform to complement Skyworld’s Microsoft-based platform to service the new agency’s clients. “We’ve doubled our reach in the marketplace,” he said.

The enhanced Skyworld offers Web-based marketing services that include online content management, Web-site development and design, strategic consulting and customer-relationship management.

Clients include high-tech, financial services and consumer companies such as the Boston Private Bank, Alkermes Pharmaceuticals, FleetBoston, Cross-Country Motor Club, Aspen Technologies and Agilent Technologies.