Novus’ Acquisition of DMAS Effective Today
Novus Marketing Inc.’s previously announced acquisition of DMAS Inc. becomes effective today, the company said. DMAS, Shelburne, VT, created and developed the Advanced Marketing Selectivity System (AMSS), a statistical and data-manipulation software package, used by direct marketing companies.
Novus will assume responsibility for DMAS’ current client base of about 25 “major” catalog, direct response and other direct marketing companies, according to Joanne Capria, president of Novus List Management, Tarrytown, NY.
It was a cash transaction. No other financial details were released.
“We’ve been licensing the software for almost 10 years, to serve our brokerage clients and to build regression models for our management clients,” Capria told DIRECT Newsline. “The opportunity presented itself for us to acquire the company and that’s allowed us to secure our stake in the product long-term. We consider the software to be a critical element to our present list management business and also it will allow us to offer services beyond the traditional list management services.”
The software will help fulfill Novus’ strategy of taking a “consultative approach” to clients’ businesses, she added. “We are not just a list management company and I think that modeling is a tool that many direct marketers are using today and is something that will continue to be critical to direct marketers. By purchasing DMAS, we are able to offer this.”
As part of the deal, Yitzak Bezalel, president of DMAS, will function as a consultant for three years, focusing on the current client base as well as on new ventures.
