Paarl Media buys Primedia@Home

The Paarl Media Group intends to use Primedia@Home - which targets defined audiences with maximum precision and which has a national footprint of over 34 outlets throughout southern Africa - to enhance the distribution services offered to clients, particularly retailers.

This is intended to result in a more meaningful and cost-effective marketing channel for printed products.

According to Geraint Crwys-Williams, Primedia group commercial executive, the sale "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."

Updated at 5.51pm on 2 February 2011.