infoUSA this week announced that it signed a definitive agreement to acquire Greenwich, Conn.-based Direct Media, a company that offers list brokerage, list management, analytics, database marketing and data processing services.

infoUSA plans to retain Direct Media's workforce. In a statement announcing the deal, Vin Gupta, chairman and CEO of infoUSA said that the acquisition helps the company continue to pursue its strategy of consolidating the direct marketing industry.

Consolidation is certain the key word here. With similar companies, like Edith Roman Associates and Walter Karl, already in its stable, infoUSA is effectively further consolidating the direct marketing space with this latest buy.

All parties should benefit from the acquisition. Direct Media will be able to better serve its customers through the infoUSA resources it now gains. This will also give an instant boost to infoUSA's capabilities and will expand its customer base in the process.

The deal is expected to close next week. Look for the integration to be fairly quick as well. infoUSA is certainly a veteran when it comes to such acquisitions.