Another successful business transition has come to pass as DexOne and SuperMedia complete their merger and move forward as Dex Media™, which trades on the NASDAQ with the symbol DXM. Originally expected to happen by the end of 2012, the merger was completed on April 30th, 2013.
So, what does this mean? Again, as discussed back in August of 2012, this merger is a good thing for consumers and advertisers alike. Benefits of this merger include:
- Continued rationalization of the directory marketplace
- Redundancies eliminated and best practices implemented to maximize return on investment for advertisers
- Transition of ‘publisher’ mentality to one of a ‘marketing services company’, looking to interact with advertisers and consumers wherever those audiences are (online, social, mobile, directory, etc)
- Consumer and advertiser choice of services – again, the market is not dominated by a single player
With the completion of the merger, Dex Media becomes truly national in scope – with the ability to mobilize and penetrate the market locally with their 2,700 marketing consultants already advising approximately 665,000 local businesses across social, local and mobile media.
Dex Media becomes the second largest directory publisher in the United States, following YP Holdings. While the corporate entity will be called Dex Media, in their respective markets, local sales and customer care personnel will continue to conduct business under the Dex One and SuperMedia brands for the foreseeable future given the time and attention invested to develop these brands. By combining efforts, Dex Media comes out ahead and seeks to capitalize on its forward momentum in a proactive manner by striving to stay ahead of the curve and innovate products and services within the mindset of a “trusted marketing consultant” to both advertisers and consumers.
The bottom line is that DexMedia promises to focus on relationships, solutions, results and service. A focus here means good things for advertisers, consumers and agencies like DAC. It is here where ‘out of the box’ thinking and creativity leads to maximized ROI for advertisers, choice for consumers and flexibility for agencies to deliver leads in the best manner possible.
Lynn Duffy, Senior Research Manager