Harte-Hanks Direct Marketing, New York, and Abacus Direct Corp., Westminster, CO, have entered an alliance to offer shared clients access to one another’s core capabilities. Abacus will offer Harte-Hanks clients access to its transactional database and its analytical modeling tools, while Harte-Hanks will provide Abacus clients with the ability to build and implement database and direct marketing programs.
The alliance will leverage the sales forces of both companies to introduce the full range of services offered by both partners. Harte-Hanks’ services include database development, direct mail production, inbound and outbound telemarketing and Internet. Abacus product offerings include Customer Housefile Modeling, Prospect Modeling, Outside List Optimization and Retail Insight Reports.
In a separate announcement, Abacus reported net income of $3 million on net revenue of $12.5 million for the fourth quarter ended Dec. 31, 1998, compared with net income of $2.1 million on net revenue of $8.7 million for the same period in the previous year. The record revenue increased 44%. The record net income increased 43%.
For the year, net income was $11.4 million on revenue of $47 million, compared with net income of $7.5 million on revenue of $31 million in 1997. Both revenue and income increased 52%.
The company said it exceeded its targets for direct marketing initiatives outside consumer catalogs. The number of catalogs in the Abacus Alliance grew by 46 during the quarter, beating the target of 25, and now totaling 1,052.
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