St. Joseph Communications adds to direct offering

The acquisition of Bassett Direct brings the media co expertise in targeted direct mail, an area it was previously under serving.

St. Joseph Communications is adding to its direct offering with the acquisition of Richmond Hill, ON-based Bassett Direct.

Founded in 1994, Bassett Direct has focused on producing oversized and multi-panel brochures, self-mailers, pop-ups and custom formats. The company has worked with clients including Air Miles and World Vision Canada.

Prior to this acquisition St. Joseph Communications printed more than 200 million catalogues and magazines and one billion flyers each year.

Ray D’Antonio, EVP sales and marketing, St. Joseph Communications, print group, told MiC that the Bassett acquisition will allow the company to ramp up its targeted direct mail offering, which is a growing area for the industry that was previously under served.

D’Antonio said St. Joseph and Bassett didn’t have much client overlap, and noted the acquisition was more about growing the business and gaining new relationships than removing a competitor.

All of Bassett’s staff have come on board to St. Joseph, with no plans for cuts, he added.

A 2016 survey by Infotrends found that 66% of direct mail is opened, with 82% read for one minute or more.



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