Symposium Inc., New York, a cross-media marketing company, will buy direct response marketer National Syndications Inc. in its second acquisition of the year. Symposium will pay $13 million in cash, $3 million in Symposium stock, and up to $3.1 million in payments based on National Syndications' earnings.
The purchase will bring Symposium's annual revenues to $115 million, the company said. National Syndications, New York, has annual sales of more than $45 million. Its primary marketing method is direct response ads in newspapers' Sunday magazines, printing in 908 newspapers and reaching 58 million households. It also markets products using direct mail, credit card inserts and outbound telemarketing.
The combined companies reach 12 million individuals annually and have a customer base of 4 million, according to Symposium.
In January Symposium purchased telemarketer Direct Sales International L.P., a subscription sales agent for consumer magazines, for $25 million. It gained a company with $85 million in annual revenues and a list database of 600,000 consumers.