Kennedy Info. solicits proposal for financing.

In an attempt to become a $100 million company, Kennedy Information Co., with publications in the consulting and recruitment fields and an extensive internet presence, has solicited proposals through the brokerage firm of Jordan, Edmiston Group Inc. for a "deep-pocketed partner" to finance its growth.

When the firm's original owner, James H. Kennedy, sold it only about four years ago, it had revenues of approximately $2 million and two newsletters, Consultants News and Executive Recruiter News, plus some directories.

Today Kennedy, with headquarters in rural Fitzwilliam, N.H., has revenues of more than $10 million and offices on both coasts.

The firm's dramatic growth (NL/NL 1/31/00) has been engineered by two brothers, Wayne Cooper (president and CEO) and Marshall Cooper (executive VP for marketing and sales), and publisher Giles Goodhead.

Kennedy is "one of the fastest growing information companies in the world and in this industry," Marshall Cooper said. "In the past we have not needed extra capital... but we have set a new goal for ourselves that is to reach $100 million in revenue." To do that, the company will need financing for acquisitions and technology development.

Cooper said the solicitation for proposals included four key criteria:

* "One, that the investor or partner has to recognize us for what we are. We are an effective growth engine. We are not like a cost-cutting player or anything like that.

* "Second, it is important that we remain independent, as it has been critical to our success wit hour culture... we are not going to be integrated into anything... that is not the opportunity here.

* "Third, it is critical that the existing teams remain in place. That includes everybody on our executive committee including Wayne and me... we are going to stay.

* "Fourth, this firm has to have deep pockets to provide the capital to grow the company. Money has become almost a commodity. We have a choice of some good options [from the proposals submitted]."

The value of Kennedy Information for an investor is enhanced greatly if the Cooper brothers and other key people who have fueled its growth stay in place, according to one knowledgeable source.

Marshall Cooper said that "acquisitions will play a bigger role than they have in the past" when most were on a relatively "smaller scale." He reported that just last month the company acquired the London-based Management Consulting International and its research reports.

He said that the firm has a number of high technology projects on the drawing board similar to its link-up four years ago with the Wall Street Journal's interactive edition. The database information on the newspaper's web site, careers.wsj.com, is produced by Kennedy.

One of the publishing firms that is reportedly interested in Kennedy is Wicks Business Information LLC, which just three weeks ago acquired Georgetown Publishing House for a reported $20 million.

Other firms that might be interested in Kennedy could be Cahners Business Information, which purchased The LA411 Directory three months ago, and Aspen Publishers Inc.

The LA411 Directory was not part of Kennedy Information Co. but its investors included the Cooper brothers, Goodhead, and Wazee Information Ventures headed by Alan Brigish.

The LA411 Directory provides listings of companies and individuals in the West Coast film and TV production services market. One source said the investors received a "good price" for it. An East Coast version of the directory, NY411, started two years ago, was not included in the sale to Cahners.