Ken Boone grew up in the direct mail industry and, during the past 50-plus years, he’s adapted to the changes with his typical keen-eye, competitive approach. He stepped down as president of Tidewater Direct earlier this year, but still remains actively involved in the company.
BALTIMORE—Direct mail veteran Ken Boone has put the finishing touches on his December acquisition of direct mail components supplier Tidewater Publishing Corp. The new company, called Tidewater Direct, boasts the ability to provide soup-to-nuts solutions for direct mailers. Terms of the deal were not disclosed. "This is a marriage of capabilities in the component parts business," notes Boone, who closed the deal for Tidewater a few days before Christmas. Boone plans to invest $2.6 million in equipment upgrades for Tidewater Direct. Tidewater is a 115-person operation with facilities in Centerville, MD, and West Branch, IA. In many cases, Tidewater and Boone's other company, American Direct