InfoUSA agrees to acquire Direct Media

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Omaha, Neb.—InfoUSA on Wednesday announced that it has signed a definitive agreement to acquire Direct Media, a Greenwich, Conn.-based company that provides list brokerage, list management, analytics, database marketing and data processing services for both b-to-b and consumer marketers.

Financial terms of the deal were not disclosed. The Direct Media name will be kept, and all employees will remain with the company, infoUSA said. The transaction is expected to close by Jan. 31.

“Direct Media has been for 40 years one of the gold standards in our industry,” said Ed Mallin, president of infoUSA Services Group, a division that includes Catalog Vision, Donnelley Marketing, Edith Roman Associates, Millard Group, Triplex, Walter Karl and Yesmail.

“They are very strong in the b-to-b space, as well as consumer and nonprofit. They also have an alternate media division and an international division. There’s a tremendous amount of talent here and an enormous client base. They’re also diversified in their client base.” Direct Media CEO Larry May, who will retain his title, said of the deal, “It enables us to step into some areas of the business we’re not in now, like data processing, e-commerce and search.”

May added: “This is an exciting opportunity for us to be the direct provider of these services where it makes sense for our clients. We now get to expand on that and have some element of an in-house product we can offer.”

—Carol Krol

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