SNEWS parent, Active Interest Media, acquires direct mail, specialty retailer service Outdoor Guide

With the addition of Outdoor Guide, AIM’s Outdoor Group expands its industry trade platform and reach to the specialty outdoor retailer.
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Active Interest Media, Inc. (AIM, www.aimmedia.com), parent to SNEWS, has acquired two industry trade brands from Catalyst Communication (www.catacom.com), adding to its growing portfolio of enthusiast magazines, events, websites, digital and social media platforms and trade properties. The assets include Outdoor Guide, a leading outdoor and ski industry direct mail service with over three decades of custom solutions for successful retailers. The terms of the transaction were not disclosed.

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“We believe in supporting and growing the retailers who serve our consumer markets,” says Kent Ebersole, vice president and general manager of AIM’s Outdoor Group. “Outdoor Guide is a proven service delivering customers to our retailer partners through beautiful direct marketing pieces.” AIM’s consumer titles in this area include Backpacker, National Park Trips, Climbing, Ski, Skiing and Warren Miller.

With the addition of Outdoor Guide, AIM’s Outdoor Group expands its industry trade platform and provides another option to work with retailers bringing them closer to their customers. “With Outdoor Guide, our Outdoor Trade Group adds solid leadership to our current team,” says Ebersole. “With AIM’s considerable resources behind this brand, we look forward to growing and expanding the options and sophistication we offer the market.” AIM’s outdoor trade titles include SNEWS, the license for Outdoor Retailer Daily and Snow Show Daily.

 The Catalyst Team: (from top left clockwise) Greg Mears, Kristal Boni, Gregg Thayer and Beth Prehn.

The Catalyst Team: (from top left clockwise) Greg Mears, Kristal Boni, Gregg Thayer and Beth Prehn.

“This is a great outcome for Catalyst, for me, our employees, our investors and our outdoor industry clients,” says Lynn Guissinger, president of Catalyst Communication. “The Outdoor Guide is growing, as a number of the nation’s leading independent outdoor retailers realize it helps them sell more.”

Catalyst will retain its cycling business and is experiencing rapid growth in their new BikeLife Cities print and digital project that partners with cities around the country. Lynn Guissinger will continue as president of Catalyst.

About Active Interest Media, Inc.:
One of the world’s largest enthusiast media companies, Active Interest Media (aimmedia.com) publishes leading consumer magazines such as Yoga Journal, Backpacker, SKI, Skiing, Vegetarian Times, Yachts International, Sail, Power & Motoryacht, Black Belt, American Cowboy, Spin to Win Rodeo, Practical Horseman, Dressage Today, Log Home Living, Old House Journal, Country’s Best Cabins, and more. The company’s five divisions—the Equine Network, Home Group, Healthy Living Group, Marine Group, and Outdoor Group—reach more than 40 million people in 85 countries. AIM also operate websites, B2B businesses, a state-of-the-art video unit, and Warren Miller Entertainment, the most successful outdoor film production company in history. Each of AIM’s divisions also runs consumer and trade events, including the world’s largest boat shows and yoga conferences. Active Interest Media’s customers are smart, engaged, and loyal, and they look to our brands for trustworthy information and services that will inspire and enable them to enjoy their passions.AIM was formed by Wind Point Partners, a private equity investment firm with offices in Chicago, Illinois and Southfield, Michigan, in partnership with executive chairman Efrem “Skip” Zimbalist III, in October 2003.

About Catalyst Communication:
Catalyst Communication, founded 30 years ago by Leslie Bohm, has helped thousands of small businesses create award-winning marketing tools in a variety of industries, including bicycle, outdoor, ski, fitness, audio/video and run. Catalyst continues to provide marketing services in the bicycle industry. Catalyst launched a fast-growing series of locally-based print and digital publications in 2014, partnering with cities, counties, universities, and others, publishing as BikeLife Seattle, BikeLife Denver, BikeLife San Diego, BikeLife Boulder County, and a growing number of cities.

For more information: Dayna Macy, AIM’s Director of Corporate Communications, dmacy@aimmedia.com.

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