DM News March 15, 2010 : Page 4

4 | dMnEWs | March 15, 2010 | www.dmnews.com print valpakusing printpartnerships to build mobile p4 social facebookmetrics make marketing easier p10 audiEncE sEgMEntation go inside segmentation and testing p14 Infogroup sale ends public era : CCMP Capital Advisors, which bought Infogroup for $635 million on March 8, By Mary Elizabeth Hurn March 2010 plans to continue Omaha, NE-based Info- group’s transition from database company to full-service direct marketing firm. “We think this is a huge opportunity to generate an attractive ROI,” Richard Zan- nino, managing director of CCMP, told DMNews. “There are certain fix-up aspects and transformational aspects to the deal. We will continue to transform the company from a traditional database company into a direct marketing provider.” The acquisition, expected to close this summer, will result in Infogroup becom- ing a private company. Dave Frankland, senior analyst at Forrester Research, said changes can me made more easily under the new structure. “Their CEO speaks of the firm as a fed- eration of businesses,” he said. “When it comes to bringing those businesses closer together, that’s hard to do under the scru- tiny of quarterly earnings. It’s easier to make decisions [as a private company].” Last year, Infogroup rebranded its vari- ous units with a common name and logo to eliminate confusion in the marketplace over its many direct marketing businesses. Michael Darviche, CMO of data competi- tor Acxiom, said he wasn’t surprised by the acquisition. He said the deal bodes well for other database companies. “I think this means that people are seeing value in data, and we all know that terrific amounts of new data are being generated daily,” he said. “Companies that know how to sort and find patterns and insights for direct marketing and risk management will be valuable. Marketing continues to evolve in ways that are exciting and powerful on new devices and in new channels.” December 2008 July 2008 June 2008 June 2006 1998 February 1992 October 1991 1972 Company goes public on NASDAQ stock exchange. Business Research Service rebrands to American Business Information and begins telephone-verifying its entire business database. Vin Gupta founds Business Research Service with $100 and a compiled list of mobile home dealers. Darviche added that there are oppor- tunities to use data in secure processing, consumer compliance and privacy. Sources close to the deal told the Omaha World-Herald last month that Dun & Brad- street was among the bidders, but withdrew its offer after changing leadership. D&B would not comment on the acquisition. The deal also means that Vin Gupta, Infogroup’s founder and former CEO and chairman, will no longer be involved with the company, said Kevin O’Brien, managing director at CCMP. Gupta founded InfoUSA and served as chairman until 2008, when he was accused of using company money for personal expenses. “The board will be dissolved at the clos- NEWSBRIEFS Short takes on the industry Century 21 Real Estate named MRM Worldwide its agency of record for national and digital marketing and Mullen its agency of record for social media and PR. Both are Interpublic Group agencies. Mullen is the real estate company’s first social media AOR. Both agencies were chosen after an RFP process that began in the fourth quarter of last year, according to a statement from MRM. Financial terms of the deals were not disclosed.Century 21 launched its first social media effort, C21, last year. Diesel, an Italian fashion brand, hired Iced Media, an integrated agency that specializes in online and social media as its agency of record. Iced won the business after an RFP process that included more than five other agencies, Diesel said. It is the first time Diesel has worked with an agency on social media. The Rubicon Project, a Web advertising technology company, and mobile ad man- agement platform mOcean Mobile, have partnered to launch Rubicon’s display ad services for mobile devices. Introduced March 8, the mobile platform is available through Rubicon’s REVV for Publishers advertising service, a mobile campaign management and advertising tool.Rubi- con’s publishing industry clients include Salon.com, Newsweek, GossipGirls.com and WashingtonPost.com, although Craig Roah, COO and founder of the Rubicon Project, would not say what clients are using the service. RMI Direct Marketing CEO Martin Stein died March 8 after a battle with cancer. He was 58. Stein founded RMI in 1985 after working five years at Walter Karl. He became CEO in 1992. A voting member of the Direct Marketing Association, he was also a member of the DMA List Council and Nonprofit Foundation. Stein is survived by his wife, daughter and son. Christopher & Banks, a women’s clothing specialty retailer, has launched its “Friend- ship Rewards” multichannel loyalty pro- gram. The initiative, announced March 9, will span the company’s more than 800 retail locations and two e-commerce sites under its Christopher & Banks and CJ Banks brands. CK Banks is the com- pany’s plus-size division. In May, program members will also receive complimentary shipping on all online purchases. Bottomline Ink, a Perrysburg, OH-based printer, acquired its in-state peer Bolt From the Blue on March 4. Financial terms of the deal were not disclosed. Bottomline’s goal is to add direct mail marketing to its trans- actional printing-service focused busi- ness. Bolt from the Blue’s operations will be rebranded as a part of Bottomline. Tom Richard, Bolt from the Blue’s owner, will serve as a consultant on creative issues, but will not join the company. Stratmark launched “My Reader Rewards,” a program that allows newspaper subscrib- ers to accumulate points with a periodi- cal’s advertisers, on March 9. The company is in negotiations with 14 media outlets to implement the program, said Debbie Snyder, VP of sales and marketing for the Dallas-based direct marketing agency. ing of the deal,” he said. “Vin will have no ongoing involvement. He’s signing an agree- ment where he will vote his shares in favor [of the deal], and we expect he’ll monetize those shares as part of the closing.” Gupta stepped down from the board March 11, the AP reported. Bill Fairfield, CEO of Infogroup, said in a statement that the deal will benefit company shareholders, clients and employees by cre- ating “greater stability, focus and flexibility to make strategic, long-term investments.” An Infogroup representative could not be reached for comment at press time. Fourth-quarter 2009 revenue at Infogroup dropped 11.3% year over year to $125.8 million, from $141.9 million. l CCMP Capital Advisors, a New York-base private equity firm, agrees to acquire Infogroup for $635 million. Infogroup’s board, including Gupta, is dissolved. Infogroup hires Evercore Partners to evaluate a possible sale. Board ousts Gupta and three board members after SEC investigation. Gupta later steps down as CEO. Bill Fairfield assumes chairman/CEO role. InfoUSA rebrands to become Infogroup in an effort to convey company’s global presence. Shareholders vote to keep Gupta, the chairman and CEO, and two other board members in place after dissident shareholders lobby to have them ousted. July Business Research Service becomes InfoUSA. DMNews seeking interactive bylines DMNews is accepting expert column submissions for the 2010 Essential Guide to Internet Marketing, which will be published on April 19. With the advent of social networks and their meteoric rise in popularity, as well as the advances and greater acceptance of mobile as part of the marketing plan, the ability to fashion effective online campaigns has increased significantly. Experts from all areas of the Internet marketing world are invited to share their knowledge, tips, trend predictions and best practices with DMNews’ readership. Articles are encouraged that address all facets of the online space, including online video, search, display ads, e-mail, mobile and social media marketing. We will accept column submis- sions at various levels of understanding. Please e-mail your 450-word article (the piece must be right around 450 words or it will be disqualified) to executive editor Carol Krol at features@dmnews.com by March 15. Submissions must be formatted as a Microsoft Word attachment, and must include the author’s name, title, company name, e-mail address and phone number. In addition, please attach a print quality, 3-inch, 300-dpi color headshot (at least 600 KB in size). Entries with- out photos, or without print-quality photos based on the specs indicated, will not be considered. We cannot guarantee inclusion of all articles submitted and we cannot acknowl- edge receipt of same. We reserve the right to edit articles. For guide advertising information, please contact Joanna Harp, advertising director, at Joanna.Harp@dmnews.com. l

Infogroup Sale Ends Public Era

Mary Elizabeth Hurn

CCMP Capital Advisors, which bought Infogroup for $635 million on March 8, plans to continue Omaha, NE-based Infogroup’s transition from database company to full-service direct marketing firm. “We think this is a huge opportunity to generate an attractive ROI,” Richard Zannino, managing director of CCMP, told DMNews. “There are certain fix-up aspects and transformational aspects to the deal. We will continue to transform the company from a traditional database company into a direct marketing provider.” The acquisition, expected to close this summer, will result in Infogroup becoming a private company. Dave Frankland, senior analyst at Forrester Research, said changes can me made more easily under the new structure. “Their CEO speaks of the firm as a federation of businesses,” he said. “When it comes to bringing those businesses closer together, that’s hard to do under the scrutiny of quarterly earnings. It’s easier to make decisions [as a private company].” Last year, Infogroup rebranded its various units with a common name and logo to eliminate confusion in the marketplace over its many direct marketing businesses. Michael Darviche, CMO of data competitor Acxiom, said he wasn’t surprised by the acquisition. He said the deal bodes well for other database companies. “I think this means that people are seeing value in data, and we all know that terrific amounts of new data are being generated daily,” he said. “Companies that know how to sort and find patterns and insights for direct marketing and risk management will be valuable. Marketing continues to evolve in ways that are exciting and powerful on new devices and in new channels.” Darviche added that there are opportunities to use data in secure processing, consumer compliance and privacy. Sources close to the deal told the Omaha World-Herald last month that Dun & Bradstreet was among the bidders, but withdrew its offer after changing leadership. D&B would not comment on the acquisition. The deal also means that Vin Gupta, Infogroup’s founder and former CEO and chairman, will no longer be involved with the company, said Kevin O’Brien, managing director at CCMP. Gupta founded InfoUSA and served as chairman until 2008, when he was accused of using company money for personal expenses. “The board will be dissolved at the closIng of the deal,” he said. “Vin will have no ongoing involvement. He’s signing an agreement where he will vote his shares in favor [of the deal], and we expect he’ll monetize those shares as part of the closing.” Gupta stepped down from the board March 11, the AP reported. Bill Fairfield, CEO of Infogroup, said in a statement that the deal will benefit company shareholders, clients and employees by creating “greater stability, focus and flexibility to make strategic, long-term investments.” An Infogroup representative could not be reached for comment at press time. Fourth-quarter 2009 revenue at Infogroup dropped 11.3% year over year to $125.8 million, from $141.9 million.

Dmnews Seeking Interactive Bylines

DMNews is accepting expert column submissions for the 2010 Essential Guide to Internet Marketing, which will be published on April 19. With the advent of social networks and their meteoric rise in popularity, as well as the advances and greater acceptance of mobile as part of the marketing plan, the ability to fashion effective online campaigns has increased significantly. Experts from all areas of the Internet marketing world are invited to share their knowledge, tips, trend predictions and best practices with DMNews’ readership. Articles are encouraged that address all facets of the online space, including online video, search, display ads, e-mail, mobile and social media marketing. We will accept column submissions at various levels of understanding. Please e-mail your 450-word article (the piece must be right around 450 words or it will be disqualified) to executive editor Carol Krol at features@dmnews.com by March 15. Submissions must be formatted as a Microsoft Word attachment, and must include the author’s name, title, company name, e-mail address and phone number. In addition, please attach a print quality, 3-inch, 300-dpi color headshot (at least 600 KB in size). Entries without photos, or without print-quality photos based on the specs indicated, will not be considered. We cannot guarantee inclusion of all articles submitted and we cannot acknowledge receipt of same. We reserve the right to edit articles. For guide advertising information, please contact Joanna Harp, advertising director, at Joanna.Harp@dmnews.com.

Newsbriefs Short Takes On The Industry

Hired Iced Media, an integrated agency that specializes in online and social media as its agency of record. Iced won the business after an RFP process that included more than five other agencies, Diesel said. It is the first time Diesel has worked with an agency on social media. Century 21 Real Estate named MRM Worldwide its agency of record for national and digital marketing and Mullen its agency of record for social media and PR. Both are Interpublic Group agencies. Mullen is the real estate company’s first social media AOR. Both agencies were chosen after an RFP process that began in the fourth quarter of last year, according to a statement from MRM. Financial terms of the deals were not disclosed. Century 21 launched its first social media effort, C21, last year. The Rubicon Project, a Web advertising technology company, and mobile ad management platform mOcean Mobile, have partnered to launch Rubicon’s display ad services for mobile devices. Introduced March 8, the mobile platform is available through Rubicon’s REVV for Publishers advertising service, a mobile campaign management and advertising tool. Rubicon’s publishing industry clients include Salon.com, Newsweek, GossipGirls.com and WashingtonPost.com, although Craig Roah, COO and founder of the Rubicon Project, would not say what clients are using the service. RMI Direct Marketing CEO Martin Stein died March 8 after a battle with cancer. He was 58. Stein founded RMI in 1985 after working five years at Walter Karl. He became CEO in 1992. A voting member of the Direct Marketing Association, he was also a member of the DMA List Council and Nonprofit Foundation. Stein is survived by his wife, daughter and son. Christopher & Banks, a women’s clothing specialty retailer, has launched its “Friendship Rewards” multichannel loyalty program. The initiative, announced March 9, will span the company’s more than 800 retail locations and two e-commerce sites under its Christopher & Banks and CJ Banks brands. CK Banks is the company’s plus-size division. In May, program members will also receive complimentary shipping on all online purchases. Bottomline Ink, a Perrysburg, OH-based printer, acquired its in-state peer Bolt From the Blue on March 4. Financial terms of the deal were not disclosed. Bottomline’s goal is to add direct mail marketing to its transactional printing-service focused business. Bolt from the Blue’s operations will be rebranded as a part of Bottomline. Tom Richard, Bolt from the Blue’s owner, will serve as a consultant on creative issues, but will not join the company. Stratmark launched “My Reader Rewards,” a program that allows newspaper subscribers to accumulate points with a periodical’s advertisers, on March 9. The company is in negotiations with 14 media outlets to implement the program, said Debbie Snyder, VP of sales and marketing for the Dallas-based direct marketing agency.

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