Direct Media to Market I-Behavior Co-Op

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Direct Media Inc. yesterday said it would be the exclusive representative to the catalog and publishing industries of the I-Behavior co-op database for online marketers. Direct Media, Greenwich, CT, will receive an equity interest in I-Behavior, Harrison, NY, as part of the agreement.

I-Behavior's database combines offline and online behavioral data about direct-channel buyers. The company also offers other related customer-acquisition services.

Direct marketing innovator Lester Wunderman, founder of advertising firm Wunderman Cato Johnson, now called Impiric, is chairman of I-Behavior. Both DMI and I-Behavior are privately owned.

"We were looking for a way to re-enter the co-op market," said Dave Florence, CEO of Direct Media, in a prepared statement. "I-Behavior's behavioral approach and online technology provide the perfect complement for our existing list business."

Direct Media, the world's largest list management and brokerage company, previously developed and operated SmartBase, which was sold to rival co-op Abacus Direct earlier this year by DMI's parent company, Acxiom Corp.

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