The Paarl Media Group is pleased to announce their successful acquisition of PRIMEDIA@HOME. The Competition Commission has granted unconditional approval for the transaction, which has an effective date of 1 November 2010.
PRIMEDIA@HOME is South Africa’s leading direct-to-home advertising distributor, targeting defined audiences with maximum precision. Their national footprint includes over 34 outlets throughout Southern Africa. The Paarl Media Group intends to utilise PRIMEDIA@HOME to enhance the distribution services offered to their clients, in particular to retailers, to include a more meaningful and cost effective marketing channel for their printed products. According to Geraint Crwys-Williams, Group Commercial Executive of Primedia, the sale of PRIMEDIA@HOME ‘was necessitated by the fact that the company was no longer core to the Group, and, therefore, Primedia found itself unable to effectively leverage the business and lend it much needed strategic impetus’.