United Online Buys MyPoints For $56 Million

Share this article:
Internet and media services provider United Online Inc. acquired MyPoints Inc. this week from UAL Corp. for approximately $56 million in cash. MyPoints is a provider of member-driven Internet direct marketing services.


San Francisco-based MyPoints.com has an opt-in database of 4.5 million members, about a quarter of them active, and offers incentive-based media products. Members earn points by filling out online surveys about their Internet purchasing habits. It has 100 employees, mostly in San Francisco and Chicago.


In 2005, MyPoints had revenues of $38 million, up 44 percent from the year before and had operating income of $2.4 million.


United Online, which operates NetZero, Juno and other online services, plans to offer its 50 million registered users in North America MyPoints.com memberships, the company said


"Our purchase of MyPoints.com represents another major step forward in United Online's strategy of expanding our growing content and commerce business," said Mark R. Goldston, chairman, CEO and president of United Online Inc., in a statement.


Under the terms of the deal, United Online will treat the acquisition of MyPoints stock as an asset, for tax purposes. The move will allow United Online, which is based in Los Angeles, to deduct the purchase price over a maximum of 15 years.


Melissa Campanelli covers postal news, CRM and database marketing for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters


Share this article:
You must be a registered member of Direct Marketing News to post a comment.
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Harvard Prof: Marketers Need to Step Up Their Predictive Abilities

Harvard Prof: Marketers Need to Step Up Their ...

Statistics expert Edo Airoldi says data must be paired with predictive analytics before marketers can truly forecast customer behavior.

The (Marketer's) TV Guide

The (Marketer's) TV Guide

Public broadcasting station WGBH in Boston cleans up its dirty data and boosts donations.

Acxiom Mobilizes and Socializes SMBs

Acxiom Mobilizes and Socializes SMBs

MyAcxiomPartner.com enables simple campaigns for social and mobile channels.

Copyright © 2014 Haymarket Media, Inc. All Rights Reserved
This material may not be published, broadcast, rewritten or redistributed in any form without prior authorization.
Your use of this website constitutes acceptance of Haymarket Media's Privacy Policy and Terms & Conditions.