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BtoB

Direct marketing industry sees record number of M&A deals in 2004

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New York—The direct marketing industry generated a record number of mergers and acquisitions in 2004, according to Petsky Prunier, a direct marketing and advertising investment banker, which released its Deal Notes Annual Review on Monday.

According to Petsky Prunier, there were 550 transactions among direct marketing, marketing service and marketing technology companies last year—a 6% increase over 2003.

The total estimated value of the deals was $27.2 billion.

Interactive marketing services accounted for 12% of direct marketing industry M&A activity in 2004, and Petsky Prunier predicted that number will increase this year.

—Carol Krol

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