Advertising and search company Sensis has put itself on the map, literally, with the acquisition of ubiquitous street directory publisher Universal Publishers for an undisclosed sum. Sensis has acquired 100 per cent of the shares in Universal Publishers, including its extensive, urban and regional mapping data, and a wide range of print street directory, mapping and tour guides produced and marketed under the Gregory’s and UBD brands.
In Australia, these include 49 street directories, 101 maps for Universal Publishers, 37 maps for the RACV, 50 maps for oil companies, six atlases of Australia, 18 guides and three CD-ROM products. In New Zealand, the Universal Publishers’ portfolio includes three street directories, one atlas (a second atlas will be released in this year) and 17 maps to be released in March 2005.
Bruce Akhurst, Sensis CEO, says “This is an important, strategic acquisition that places Sensis at the forefront of Australia’s fast-growing, digital mapping industry. Universal Publishers’ extensive mapping content, combined with our own Whereis digital mapping content, means Sensis now has the largest and most up-to-date database of navigable mapping content in Australia.”
“With this acquisition, Sensis has secured in-house an important source of previously licensed content that was already driving significant revenue growth of nearly fifty per cent in our Location and Navigation business.”
Akhurst says the transaction was consistent with Telstra’s acquisition criteria and with the overall Sensis’ growth strategy to provide deep and relevant, local content across multiple media.
Sensis chose to make the purchase after identifying:
• current and new growth opportunities within Universal Publishers’ print directory mapping business such as cover and banner advertising; cross-selling opportunities between Sensis and Universal Publishers; and increased print turnover through brand development and nationalisation;
• operational synergies such as saved licensing costs; the potential for database consolidation; increased efficiencies in paper, printing and supply; enhanced sales capability and reach; and, enhanced corporate support in areas like marketing; and,
• in-house management of Universal Publishers’ critical source data allowing for new product innovation; and more timely publishing and management of digital mapping data across the entire Sensis media network.
