La Poste announced the acquisition of the Portuguese direct mail advertising company Baam for an undisclosed sum as part of its international expansion plans.
The takeover of Baam was carried out through La Poste’s postal services subsidiary Mediapost and shows the company’s ambitions to further expanding abroad and helping its customers in their development in Europe through its international activities. Following the takeover, Baam will operate under the brand Mediapost.
Baam distributes some 200 million advertising leaflets a year, generating revenues of EUR 3.6 million. The Portuguese direct advertising market currently amounts to 300 items per household a year, compared with 700 in France. Seeing strong growth potential, Mediapost will aim to step up the development of the Portuguese market, La Poste said in a release.
Mediapost, with annual revenues of EUR 400 million, is the leading French advertising mail operator, distributing some 10 billion items of printed material, flyers and other publicity items each year. Nicolas Routier, president of Mediapost, said that the company had proved its expertise in the French domestic market and was now ready to expand internationally and follow its customers who were already operating at a European level.
La Poste commented that it planned to expand its European mail operations in three areas: upstream mail operations, international mail consulting, and unaddressed advertising mail. It was already present with subsidiaries in Britain and the USA.
Source: La Poste
Tags: Baam, direct mail, Europe, France, La Poste, Mail Services, Mediapost, Portugal
