American List Counsel has acquired MaxDirect, the data-management division of MaxWorldwide Inc.
Terms of the deal were not available.
Princeton-based ALC plans to continue operating the MaxDirect offices in Valhalla, NY, according to a statement. ALC also said it plans to retain the entire sales, marketing and account management staff, headed by Britt Vatne.
An analytical and data-processing arm in Minneapolis, will also be kept in place.
Vatne, executive vice president of MaxDirect, replaced Joanne Capria as chief six months ago, confirmed Suzanne Gibbons-Neff spokesperson at MaxWorldwide. Since then, Capria has operated as in a consultant’s role as a strategic advisor to MaxDirect.
Capria "will continue in that capacity for ALC," Gibbons-Neff said.
MaxDirect has 50 clients. Among them are March of Dimes, the Parenting Group, Sportsmen’s Guide and Taylor Gifts.
There are two divisions remaining at MaxWorldwide: MaxOnline and MaxCreative, which offer online media and e-mail creative and marketing services.
MaxWorldwide has had numerous financial difficulties in recent months. The company’s stock was delisted by Nasdaq in August 2002, after the firm delayed the release of its second-quarter financials.
In September, MaxWorldwide received an offer from Newcastle Partners L.P. to purchase the firm for 75 cents per share in cash, a 74% premium to MaxWorldwide’s market price the day before.
The MaxDirect unit, formerly Novus List Marketing, was sold to L90 Inc., which then became MaxWorldwide, in May 2001.
