Mercury Media, a full service direct response media agency with various businesses, including a short form, long form and digital advertising media business, recently sold its long form direct response media business to River Direct, Inc. SulmeyerKupetz attorneys Jeffrey Pomerance and Alan Tippie represented River Direct, Inc., in connection with this acquisition that involved the purchase of substantially all of the assets used by Mercury Media in its long form business. The transaction closed in January of 2019.
The two principals of River Direct, Inc., John Cabrinha and Dan Danielson, formed a successful long form direct response media business years ago, which they sold to Mercury Media. Following this sale, Cabrinha and Danielson joined Mercury Media and ran its Los Angeles office focused exclusively on Mercury’s long form direct response media business. In recent years, Mercury Media experienced severe operating and financial pressures and elected to spin off its various businesses. Cabrinha and Danielson formed River Direct, Inc. to allow them to continue to service clients in the long form direct response media business.
SulmeyerKupetz acted as the purchaser’s primary legal advisors in structuring, negotiating and drafting the various transaction documents and coordinating every aspect of the acquisition transaction.