Ann: Swift Completes Medical Media Acquisition, page-9

What suggests the MM business is actually worth the $25m?
They are clearly a loss making business, otherwise the acquisition announcements would have told us how much they make, instead of just revenue.
They are relying on these supposed synergies to make it accretive, if I was paying $25m for a business, I would want a bit more than that!!
The bigger question for shareholders, is what sort of advertising business could Swift built by themselves and what would that have cost in cash/equity? I am tipping a lot less than $25m.