PMP announced on Friday that it had sold Pacific Micromarketing to Experian for US$6.5 million ($6.2 million).
Chief executive Peter George said in a statement that the sale was in keeping with the print giant's strategy to "concentrate on its core businesses of print, distribution and digital".
He added that PMP would consider divesting others non-core businesses.
It is unclear if any other sales are being actively considered. George could not be reached for comment.
The Pacific Micromarketing sale was backed by Hunter Hall, which controls 18% of PMP, making it the firm's second-largest shareholder.
Investment analyst Li Zhang told ProPrint: "Focusing on core businesses is often a good strategy for businesses. I believe that it’s good for PMP to refocus on its core businesses and the areas that it has competitive advantages."
One investor speculated that the "the rest of the [loss-making] digital division will be going too".
[Related: PMP selling 'QR codes on steroids']
PMP Digital's earnings before interest and taxes and before significant items has fallen from a $3.5 million profit in 2009-10 to a $900,000 loss in 2011-12.
A former PMP executive told ProPrint that the future of the marketing services arm had now been called into question.
He claimed the division's headcount had been cut recently, while the former executive general manager of marketing services, Anna Cicognani, had been moved sideways into a strategy role.
The source said he supported the sale of Pacific Micromarketing, which he said had never been effectively integrated into PMP since being established in 1998.
"It could have been sold for a lot more a long time ago… I don't think PMP knows how to make value out of that kind of business."
He said Experian had had a long-term plan to buy Pacific Micromarketing and had also held first right of refusal.
Pacific Micromarketing is based in Melbourne. Experian will take on all of its staff as part of the deal. PMP said it would continue using Pacific Micromarketing.
[Related: Ups and downs of PMP]
Comment below to have your say on this story.
If you have a news story or tip-off, get in touch at editorial@sprinter.com.au.
Sign up to the Sprinter newsletter