The Name Game

In one of the quickest fire sales in recent memory, the hand-off of Bertelsmann's US-based direct-to-consumer businesses to the mysterious Najafi Companies is reported (by Publishers Lunch) to be completed.

That means that the company that used to be Bookspan, before it split into a holding company for Doubleday Entertainment and YES Solutions, and which before that was briefly "the Entity" after being formed from Book-of-the-Month Inc. and Doubleday Direct Inc. (which itself was previously Doubleday Book & Music Clubs Inc.), has been both Bertelsmann Direct and Direct Group North America before, finally, turning into the deeply bland Direct Brands Inc.

Is that clear?