* Greenhouse/Nursery Management and Production
* Better Roads
* RagingStocks Financial Investment Subscribers
* Niche Magazine
* Renewal Energy U.S. Executive
* Education Source
* National Wildlife Federation
* Direct Media is Acquired…Again
LISTS UNDER NEW MANAGEMENT
Greenhouse/Nursery Management and Production
Branch-Smith Publishing Co. has named MeritDirect to manage four files in the horticultural market. The appointment covers Branch-Smith Publishing’s postal garden center and e-mail master files, with 27,175 and 12,716 names respectively. Separate subscription lists for Greenhouse Management and Production and Nursery Management and Production magazines offer 15,763 subscribers and 15,355 subscribers respectively. The list owner formerly managed its lists in-house.
Selections (depending on file): Annual sales volume, job title, telephone number, merchandise category, source, type of retailer, crop type, growing area, primary business, state/SCF/ZIP
Price: $150/M
Contact: MeritDirect, John Ganis (914-368-1024; jganis@meritdirect.com)
Better Roads
Randall-Reilly Publishing Co. has appointed Information Refinery Inc. to manage a list of 52,495 subscribers to Better Roads. It targets an audience comprised of federal, state and local government officials and construction contractors who are pre-qualified to bid on government work. Subscribers are involved with highway construction and maintenance. The magazine was recently purchased from James Informational Media Inc. and Walter Karl Inc. formerly managed the circulation list.
Selections: Job/agency function, specify/recommend/approve, contractor areas, budget, government equipment replacement value, annual contract, volume, gender, state/SCF/ZIP
Price: $125/M
Contact: Information Refinery Inc., Brian Clotworthy (800-529-9020, ext. 28; bclotworthy@inforefinery.com)
NEW LISTS
RagingStocks Financial Investment Subscribers
Postal and e-mail addresses are available for 283,618 subscribers to information offered at RagingStocks.com. According to a subscriber survey 68% have $150,000 or better annual incomes. Three-quarters are married and between the ages of 35 to 55. This file is available for telemarketing. E-mail is the source.
Selections: Gender, recency, state/SCF/ZIP
Price: $150/M (postal file); $175/M (e-mail file); $200/M (telemarketing file)
Contact: Macromark Inc., Cathy Gilmore (845-230-6300, ext. 305, (cathy@macromark.com) –postal; Kathleen O’Gara, 845-230-6300, ext 305, kat@macromark.com) — e-mail)
Niche Magazine
The Rosen Group offers a list of nearly 8,000 subscribers to Niche Magazine, a trade publication for fine art galleries and craft art retailers. Subscribers include art buyers and dealers, including owners of galleries, specialty shops, museum stores and interior design studios. Direct mail is the source.
Selections: Gender, state/SCF/ZIP
Price: $140/M
Contact: J. G. Communications Inc., William A. Guiducci (212-653-0059; wguidcu@leeb.com)
Renewal Energy U.S. Executive
This master file identifies 127,100 executives at companies involved with the development and distribution of renewable energy technology. E-mail addresses are available for 93,450 individuals. Those listed work with emerging biomass, photovoltaic, wind, wave energy and bioethenal technologies. Sources include telemarketing and public records.
Selections: Telephone number, job title, business/industry, state/SCF/ZIP
Price: $125/M (postal file); $250/M (e-mail file)
Contact: Kroll Direct Marketing Inc., Gwen Coryell (609-275-2900, ext. 118; gwen@krolldirect.com)
Education Source
Individuals who responded to offers related to education are named. A total of 94,228 postal addresses and 100,000 e-mail addresses are available. Direct mail is the source.
Selections: Age, graduation year, project type, state/ZIP
Price: $95/M (postal file); $150/M (e-mail file)
Contact: VentureDirect Worldwide, Meta Washington, (212-655-5284, mwashington@ven.com) — postal; Kelly Bolger; 212-655-5246, kbolger@ven.com) — e-mail)
NEW SELECTS
National Wildlife Federation
A selection for corporate multibuyers “corporate multis” has become available on the National Wildlife Federation’s donor master file. This segment consists of 80,000 individuals who have made purchases from two or more of divisions of the NWF. A total of 673,180 donors are available from the last 12 months. Direct mail is the source.
Additional selections: Multi-donor, hotlines, $10/$15-plus donors, gender, state/SCF/ZIP
Price: $80/M (last-12-month donors)
Contact: RMI Direct Marketing Inc., Laura Smith (203-825-4617; lsmith@rmidirect.com)
IN THE NEWS
Direct Media is Acquired…Again
By Ray Schultz
(Direct Newsline) The list of independent list companies has just been reduced by one.
A big one.
Direct Media, the largest list management-brokerage firm in the business, has been acquired by InfoUSA, following Walter Karl, Edith Roman, Rubin Response, Millard, Mokrynskidirect, American Church Lists and Jami. The deal is expected to close on Jan. 31.
The DMI management team, including CEO Larry May and CFO Rick Sarli, will remain in place, according to Ed Mallin, president of the InfoUSA Services Group. DMI founder Dave Florence will also play a part, he added.
This is Direct Media’s second try at being absorbed by a major information company. In 1996, it was acquired by Acxiom for a price then reported as $25 million and repurchased in 2000 by management.
Mallin would not disclose the current purchase price, but it’s probably fair to guess that it is in the $20-25 million range. This is based on what InfoUSA paid for some of the other firms and the fact that the list business is not as robust as it was in the ’90s
InfoUSA paid $12.4 million for Millard Group, $12 million for Edith Roman and $6.6 million for Mokrynski. The latter included $4.8 million in “goodwill.”
Whatever the price for DMI, the money will be shared by several stakeholders, Direct Media being an employee-owned company.
Why will a merger work now when it didn’t work in the ’90s?
“We know their business,” Mallin said. “We work in it on a day-to-day basis. There’s no learning curve.”
May noted that ‘the cultures did not mesh” during the Acxiom period.
“They’re had a more modern ’90s outlook, with a broad base of employees trying to engage through total quality management,” he said. “We were more like a law firm, with a bunch of individuals in their fiefdoms, using shared resources. We may have missed opportunities together.”
What’s different now?
“It’s very clear to me that Ed represents a group of people who understand the business from the same perspective we do,” May said.
But why sell at all?
“The fundamentals of DMI are not broken in any way,” May answered. “This is a big opportunity to take to take a big leap into the e-commerce side of the business and have access to compiled databases.”
The news is bound to rock an already worried list business.
“It’s sad,” said Roy Schwedelson, who as founder of Worldata has for years competed against Direct Media. “It’s sad because the industry should be not consolidated into one company. It’s not good for the mailers, or for non-traditional companies starting out.”
On the flip side, this merger will give ” a lot of young firms a chance to grow,” Schwedelson continued. He claimed his firm has been called by “people from DMI going out on their own,” but did not offer names.
Mallin disputed that.
“That’s totally inaccurate,” he said. “All the key managers and staff are committed long-term to being part of Direct Media.”
He added that there are no plans to move the Direct Media office from its Greenwich, CT location.
Outsiders wonder how the merger will play out. For example, how will InfoUSA handle the competition between Direct Media and Millard, Edith Roman and the other InfoUSA list brands? (Some, like Jami and Rubin, have been swallowed up by the others).
“We can tell you categorically that we’ve worked through all those issues,” Mallin said. “Every one of those divisions has grown.”
And will Acxiom and other vendors be supplanted by InfoUSA, with its compiling, data processing and new media capabilities? Mallin’s group also includes Donnelley Marketing, Triplex and Yesmail.
“There’s no instant plan to rock the boat,” May said. “We want to make sure the clients get what they need.”
Finally, will Direct Media lose that special working environment it had?
“The culture of Direct Media is very entrepreneurial,” Mallin said. “We’re going to let them do what they do best, which is to let them be good consultants.”
