DRM Evolves into Primedia @ Home

Founded in 1966, the company was acquired by the Primedia Group in 1994 and is today the undisputed leader in the field of direct to home distribution of advertising and marketing material. According to Adex, Primedia @ Home currently enjoys a 70% market share, and newly appointed Managing Director; Thabiso Buku does not intend to stop there.

"The direct marketing industry has been growing at between 10 and 12% per annum and is currently valued at around R100 million by Adex. I believe a more realistic estimated value is around R150 million and we're going all out to get a bigger share of the pie," says Thabiso.

Although the business has been around for many years, the company has evolved with the times. Says Thabiso: "We have become more interactive and the technological era has been a massive influencing factor in our development. This year we spent considerable time strategising for future growth and introducing innovative solutions to strengthen our leadership position and become more media solutions orientated."

Service levels and targeting abilities have been the core focus for Primedia @ Home and via specialist targeting tools the organisation can effectively hone in on specific target markets whether they be segmented geographically, demographically or psychographically.

"There is a new way of communicating that is faster, better, more direct and Primedia @ Home is leading this industry's evolution," says Thabiso. "The research and development is complete and our new name and corporate identity provide a wonderful platform from which we will prosper."

Commenting on Primedia @ Home's positioning in the Group, Primedia's CEO, William Kirsh says: "Unlike many other media types, direct distribution is on the increase making Primedia @ Home an important ingredient in the overall Primedia media mix. In addition, bringing Primedia @ Home closer to the Primedia brand allows the company to provide its clients with more integrated and innovative media solutions. As marketers realise Primedia @ Home's ability to reach 7.2 million households, 70% of South Africa's population, they are also rapidly realising the value of targeted direct distribution media."

Through its 27 branches throughout South Africa and in Namibia, Botswana, Swaziland and Lesotho, Primedia @ Home is able to target virtually any sector of the market, including specific suburbs by house, townhouse or flat; income groups; language groups; race groups or socio-economic ranking. Items distributed vary from advertising and promotional material to catalogues, newspapers, product samples, promotional items and teasers.