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Marketron, which sells sales and billing software to radio and TV stations, is expanding into mobile with the acquisition of mSnap. mSnap's customers are primarily radio stations, who use its platform to communicate with listeners via SMS. For instance, a radio station can use the platform to run a "text to win" contest or to introduce a feature that lets listeners text the station to see what is playing on air. mSnap runs ads on the texts and says it is "among the largest SMS ad networks in the U.S."

mSnap says it has more than 650 broadcast media partners and has an "exclusive relationship" with Citadel Broadcasting, which has a portfolio of local stations across the country.

We're still waiting to receive a release, which should provide some more details on the reasoning for the deal, but in a note sent to us by investment bank Jordan, Edmiston, which represented mSnap in the deal, the company says the "combined Marketron and mSnap mobile solution is uniquely designed to help media companies tap into new digital revenue streams, make broadcast programming more interactive and encourage audience loyalty."

mSnap previously changed hands in March 2009 when e-mail and phone marketing firm SmartReply bought the company. MSnap, which had raised $6 million, was backed by Partech International and First Round Capital.

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