Skram Media acquires Climbing Magazine from Primedia - SNEWS

Skram Media acquires Climbing Magazine from Primedia

Skram Media LLC, a platform company led by Mark Crowther, the publisher of Urban Climber Magazine and UCTV, announced today that it has completed the purchase of Climbing Magazine and from PRIMEDIA, Inc. (NYSE:PRM). Terms of the transaction were not disclosed.

New York, NY, January 5th, 2007 — Skram Media LLC, a platform company led by Mark Crowther, the publisher of Urban Climber Magazine and UCTV, announced today that it has completed the purchase of Climbing Magazine and from PRIMEDIA, Inc. (NYSE:PRM). Terms of the transaction were not disclosed.

Climbing Magazine Editor-in-Chief Jonathan Thesenga will continue to serve in his role from the current location in Carbondale, Colorado.

Thesenga said, "We have a talented and cohesive group here, and I am excited that Mark wants us to continue to build Climbing Magazine with our current staff from our current location. As part of an independent and entrepreneurial publishing group, Climbing Magazine and Urban Climber Magazine will be the unrivaled leaders in the climbing world."

Crowther, Skram Media's Chief Executive Officer, said the acquisition helps implement the company's strategy of being the leading special-interest media company in outdoor sports, with a targeted portfolio of magazines and websites, all founded on a green ethic — both Climbing and Urban Climber magazines are printed on 100% recycled paper.

"Our launch of Urban Climber Magazine, in 2004, followed by the launch of our climbing film and video network — UCTV — last year, established us as a leader in the youth market. With the addition of Climbing Magazine and to our group, we are now the leading media company for climbers of all ages," said Crowther. "This consolidation enables us to offer our advertisers ease of media planning, with opportunities to reach even more climbers at different stages of their skills and interests — across print and digital formats," he added.

Joe Iurato, Editor-in-Chief of Urban Climber Magazine, said, "We've had a long-standing relationship with the crew at Climbing Magazine — based on mutual trust and respect. It's exciting to be working with them to reach climbers of all ages."

Jim Karn of Metolius Climbing, manufactures of rock climbing gear for more than two decades, added, "Urban Climber has become unquestionably the most influential and important magazine for young climbers. More importantly, they have consistently offered us more value for our advertising dollar and better service than the other climbing magazines. Mark's acquisition of Climbing Magazine means that reaching another critical segment of our target market will now be more cost effective and totally hassle free. It's the best thing that has happened to our marketing budget in the last 10 years."

As well as growing existing magazines and websites, Skram Media's future plans include the launch of a trail-running magazine, brand extensions, and further development of digital media to expand the magazines' reach and relevance to their target audiences.


Skram Media will host a media conference call on Monday, January 8, 2007 at 3 p.m. EDT (1 p.m. MDT) to discuss the transaction. To participate, interested parties should dial 1-800-391-1709 / conf. bridge#: 606905.

About Skram Media, LLC
Skram Media, led by Mark Crowther, is the platform company for a portfolio of specialist consumer sports magazines and websites. The first, Urban Climber Magazine, launched in 2004, is the leading youth-focused climbing magazine. UCTV, launched in early 2006, is the leading online site for climbing films and video. Climbing Magazine and, the premier climbing magazine and website, were acquired in late 2006. The combination of Urban Climber Magazine,, UCTV, Climbing Magazine, and, make Skram Media one of the leading enthusiast media companies in outdoor sports. For more information go to:

About Mark Crowther
Mark Crowther has an extensive track record in the media industry, covering consumer magazines, television and online, both in the US and internationally. Over the past decade, Mark has parlayed his passion for sports and the media industry into one of the fastest-growing and most exciting outdoor sports multimedia enterprises. The company, Skram Media, produces high-quality enthusiast magazines, with an innovative approach to multi-media publishing, and a sustainable publishing philosophy — all Skram Media magazines are printed on recycled paper. Mark holds an MBA from the Harvard Business School, and a Masters degree from the London School of Economics. He also serves on the Board of Directors of the Access Fund.

PRIMEDIA is the leading targeted media company in the United States. With 2005 revenue of $984 million (including discontinued operations not yet sold or shut down), its properties comprise over 100 brands that connect buyers and sellers through print publications, Internet, events, merchandise, and video programs in two market segments:

- Enthusiast Media is the #1 special interest magazine publisher in the US with more than 90 publications, 100 leading websites, 90 events, 11 TV programs, 600 branded products, and has such well-known brands as Motor Trend, Automobile,,, Power & Motoryacht, Hot Rod, Snowboarder, Stereophile, Surfer, and

- Consumer Guides is the #1 publisher and distributor of free consumer guides in the US with Apartment Guide, Auto Guide and New Home Guide, distributing free consumer publications through its proprietary distribution network, DistribuTech, in more than 50,000 locations. The Group owns and operates leading websites including,, and RentClicks.


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