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InfoUSA to acquire Direct Media

Direct marketing database company InfoUSA announces plans to acquire Direct Media, adding to its swath of direct marketing company buyouts.

InfoUSA, which got a boost last year from its Super Bowl ads, is planning to bulk up its marketing database business again, the company said Wednesday.

But this time it's looking to add a little heft to its mass-mailing business with an acquisition of Direct Media, a Connecticut-based direct marketing company. The companies have signed a definitive agreement and expect to close the deal by the end of the month. Terms were not disclosed.

InfoUSA plans to take Direct Media and operate it as a wholly owned subsidiary. And apparently, InfoUSA has run this game plan before. Over the past decade, it has acquired over 40 companies and operated them as wholly owned subsidiaries, said Stormy Dean, InfoUSA's chief financial officer.

The Direct Media acquisition also feeds into InfoUSA's plans to consolidate the direct marketing industry, InfoUSA Chief Executive Vin Gupta said in a statement.