L90 Buys Novus' List Management Business

Online marketing and advertising agency L90 Inc. has purchased the Novus List Marketing LLC division of Novus Marketing Inc.

Financial terms of the deal were not disclosed.

The acquisition of Novus' list management business will allow L90 to offer both online and offline direct marketing services, including list management, list rental fulfillment and house file modeling.

L90 plans to offer expanded offline services to its online customers.

The acquisition is L90's first substantial foray into offline marketing, according to John Bohan, the company's president/CEO. The company has done some print marketing, he said.

“We never really did much offline before,” Bohan noted. “This is the first time we're packaging offline direct marketing services.”

Bohan also said that the Novus list management business, in Valhalla, NY, will be managed by the L90 Direct division.

The acquisition affects 30 Novus employees, all of whom have been offered jobs at L90, according to Joanne Capria, president of Novus List Marketing. Novus has 75 clients, she said, and manages about 125 lists.

“The intent of this acquisition is to expand both our and L90's businesses,” Capria said. “We don't have to fire people to do that.”

L90, Los Angeles, represents more than 500 Web sites. It sends more than 250 million e-mails each month for marketers looking to send offers and promotions to targeted audiences.

The company's decision to expand into offline services was not prompted as much by the decline in the dot-com market as it was by L90's vision of where online advertising is headed, Bohan said.

“It's more a reaction to our vision of where we see the Internet moving,” he said. “We see a gravitation toward branding and one-to-one marketing.”

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