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Valpak acquired by New York holding company

David Krakow



Pinellas Park-based Valpak, the direct marketing and advertising solutions provider, was acquired this week by New York-based AmatoMartin, in a move the two companies said will transform how companies connect and transact with local consumers.

A privately-held investment holding company, AmatoMartin employs over 1,800 and serves 65,000 business customers, reaching over 60 million homes in the U.S.

Valpak touts its ability to save consumers money using “robust and innovating data targeting,” via mail, online and mobile services. Operating from the St. Pete area for over 55 years, its network includes 140 local offices serving business owners in 42 states.

“The integration of Valpak into our portfolio marks a watershed moment in the marketing and advertising industry,” said AmatoMartin CEO John Amato in a prepared statement.

Eighteen months ago, AmatoMartin purchased Clipper Magazine, which serves over 60,000 clients with over 420 local magazines in 22 regions. Clipper targets 50,000-120,000 homes per issue, mailed out between six and 12 times per year. It also prints 70 regional editions.

“Pairing Valpak with Clipper Magazine broadens our reach with a market-leading 60 million households through publications and shared mail, with hyper-targeting capabilities,” Amato said.

Valpak’s direct mail platform is called The Blue Envelope; it also produces custom postcards which target neighborhoods and their new residents, and digital marketing in the form of social media or new websites.

AmatoMartin touts its “streamlined access to offers,” allowing local and national customers to purchase offers online or offline, ostensibly saving money in the process.

Solomon Partners served as financial advisor to Valpak, while Salem Partners performed the same service for AmatoMartin.

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