DMNews: M&A activity up in Q4 '09, privacy groups look to block Google buy

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January 4, 2010 Check out DMNews on your smartphone Today's News Report: Direct and digital M&As up in Q4 2009, trend to continue in 2010 Carol Krol Direct and digital mergers and acquisitions increased in the fourth quarter of 2009 compared with the third quarter in terms of deal value and number of deals, according to investment banker Petsky Prunier, which released its quarterly "Deal Notes" on December 31. Petsky Prunier specializes in the direct and digital sector.   Consumer groups ask FTC to block Google buy Frank Washkuch The Center for Digital Democracy and Consumer Watchdog have asked the Federal Trade Commission to block Google's proposed $750 million acquisition of AdMob, asserting that the deal raises substantial privacy concerns. The consumer advocacy groups also claim that the acquisition would give Google too much dominance of the mobile advertising market.   ICrossing explores sale Nathan Golia Digital agency iCrossing hired Bank of America to explore a possible sale, according to the Wall St. Journal, citing people familiar with the matter. However, when reached by DMNews, iCrossing did not confirm the article.   PCH campaign highlights instant prize sweeps Kevin McKeefery In a departure from its traditional approach, Publisher's Clearing House has launched a multichannel campaign for its annual January sweepstakes. The contest this year features "Instaprize" which offers a grand prize of $10 million to consumers, who find out whether they have won within 48 hours. Creative was handled in-house, with KSL Media assisting with television buying, and 360i handling online media buys.   Infogroup amends CEO contract amid sale speculation Carol Krol Database giant Infogroup amended company CEO Bill Fairfield's employment agreement on December 24, according to a Securities and Exchange Commission filing dated December 30. Under the new terms, Fairfield's agreement will renew on a quarterly basis.   Editorial: Direct will be marketers' go-to strategy this year Carol Krol When a company like PepsiCo breaks tradition, skipping $3 million Super Bowl ads for the first time in more than two decades in favor of a CRM program, you know it is a watershed moment (see story, p7). Direct marketing is now the centerpiece of all advertising. We saw other signs of this turning point in 2009, as blue-chip marketers that historically favored TV branding campaigns — such as Ford Motor Co. — embraced social media and online communities to sell products and engender loyalty.   From the print edition DMNews' 2010 outlook Rich opportunities exist for direct and digital marketers to laser target the right customers at the right time, using the latest tactics. The proliferation of social media, which invites customer feedback; the emergence of mobile as a media must-have; and sophisticated targeting are just a few of the items in the marketer's tool belt. DMNews spoke with experts across direct response to pinpoint top trends in 2010.   Holidays spotlight e-commerce Mary Elizabeth Hurn The holiday shopping season is over, but many retailers are still celebrating based on the positive performance of e-commerce. From November 1 to December 24, online sales rose 15.5% year-over-year, according to research by MasterCard Advisors' SpendingPulse, released last week.   Today's lists and databases Subscribers Arts and Crafts Home and the Revival Active Subs New list — Subscribers Arts and Crafts Home and the Revival Active Subs — RMI Direct Marketing — This file contains readers who are building, renovating, or furnishing a home in the arts and crafts spirit. Median age is 49 and median household income is $85,200.   Avid Cycling Enthusiasts New list — Avid Cycling Enthusiasts — eTargetMedia.com Inc. — This file contains individuals with a passion for all things related to cycling. Suggested usage includes cyling gear and accessories, cycling clothing, maintenance and tune up services, athletic clubs and cycling groups.   Prime Life Music Enthusiasts New list — Prime Life Music Enthusiasts — List Services Corp. —This file contains music lovers who have purchased concert tickets and also enjoy reading newsletters about music. These individuals are frequent purchasers of music and have spent an average of $65 on music-related items in the past year.   Classified THE Direct Marketing Recruiters We specialize in Direct/Internet Marketing Recruitment-servicing all industries Eda Zullo ezullo@smithhanley.com 203 319-4300 Peg Hoerres phoerres@smithhanley.com 203 319-4300 www.smithhanley.com/documents/DirectMarketing.pdf YES—we are VERY busy with employers looking to HIRE—Here are several "HOT" positions that we are currently recruiting for: NEW YORK CITY Fulfillment Manager $90K Customer Service Manager $75K Online Marketing Manager $85K Merchandising Manager $85K Direct Marketing Manager $75K LONG ISLAND Marcom Manager-B-B $115k Marketing Manager-TradeShow $115k CENTRAL NEW JERSEY Sr. Marketing Manager $70K PHILADELPHIA Online Marketing Manager (Retention) Affiliate Marketing Manager SAN FRANCISCO Mobile Marketing $150K + BOSTON METRO Direct Mail Production Specialist $50k Catalog Product Manager $80k Account Exec-Client Services $50k Sr. Account Exec-Client Services $65k Account Manager-Client Services $65k Account Director Client Services $100k CONNECTICUT Call Center- Supervisor $50k Direct Mail/ CRM Manager $85k VIRTUAL Biz Dev/Sr. Sales Executive $100k For more opportunities PLEASE visit our website www.smithhanley.com For additional info regarding our practice and how we service THE DIRECT MARKETING INDUSTRY-contact us at 203 319-4300. Ken Malek Associates, Inc. is dedicated to serving the Direct Response and E-commerce segments for multi-channel marketers. Our client base is nation and international in scope and our areas of expertise include all major specialty areas including marketing, database marketing, information systems, marketing analysis, web marketing and development, merchandising, creative, telemarketing, customer service, inventory management, finance, operations and senior management. In addition, we have experience providing placements in list management/brokerage and outside vendor service organizations. What separates Ken Malek Associates, Inc. from other search organizations is, first and foremost, our passion for and fluency in the direct marketing industry and over 50 years of collective corporate and executive experience. Please contact us at: P.O. Box 383 Yardley, PA 19067 215-579-2070 Or visit our website: www.kenmalek.com In This Issue Today's News From the Print Edition Today's Lists and Databases Classifieds 32nd Caples awards finalists announced Click here to view Deadline to nominate direct and digital all stars for 30 under 30 is February 1 CLICK HERE to nominate someone today 2010 ESSENTIAL GUIDE DMNews is seeking submissions for the 2010 Essential Guide to Lists & Databases, which will be published February 15. Click here for more information. 30th Anniversary Click to read DMNews' 30th anniversary issue Agency Business Report Click below to view all agency profiles

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