Direct Media Launches Primedia Enhanced Consumer Database

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Direct Media Inc. announced the debut yesterday of the Primedia Enhanced Consumer Database of over 50 million subscribers from the more than 150 consumer titles published by Primedia.


This new Primedia consumer database is enhanced with InfoBase data from Acxiom, which includes demographic and lifestyle information. Good customer match and regression modeling also are available on the database.


Work began on the new database in April when Greenwich, CT-based Direct Media became sole list manager for the Primedia Consumer Media & Magazine Group publication files.


Primedia's consumer offerings include broad-reach titles such as American Baby, Chicago, New York, Seventeen and Soap Opera Digest as well as youth entertainment magazines including 16 Magazine, Bop, Teen and Tiger Beat.


In addition, Primedia has niche enthusiast publications about automobiles, sports, collectibles, crafts, history, pets and quilting.


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