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Evolving Consumer Marketing Strategy

This article explores the evolving marketing strategies of a diversified media company founded in 2003. Operating through five niche industry groups—Healthy Living, Outdoor, Equine, Marine, and Home Buyer—it generates revenue from advertising, subscriptions, newsstands, events, books, and custom publishing. With a robust portfolio of 46 media properties, including renowned brands like Yoga Journal and Backpacker, the company has successfully completed 17 acquisitions, reinforcing its market position. It also organizes major events such as the Fort Lauderdale International Boat Show.

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Evolving Consumer Marketing Strategy

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  1. Evolving Consumer Marketing Strategy Source: MPA

  2. Magazine revenue share Magazine revenue sources 2011 DRG revenue

  3. AIM Company Snapshot • Formed in 2003 via partnership with Wind Point Partners • Diversified enthusiast media company with five revenue primary streams: advertising, subscription, newsstand, events, books, videos, custom publishing, services. • Operating via five niche industry groups: Healthy Living, Outdoor, Equine, Marine and Home Buyer • Successfully completed 17 add-on acquisitions, most recently acquiring Source Marine’s Power & Motoryacht (PMY) and Sail magazine • Publisher of 46 properties, including industry-leading media brands Yoga Journal and Backpacker • Producer of eight in-water boat shows, including the world’s largest in-water boat show: Fort Lauderdale Intl’ Boat Show • 500 total staff, 13 offices Revenue by Segment Revenue by Operating Group 3

  4. AIM Groups & Structure Corporate Headquarters El Segundo, CA • Executive Officers • Finance • Accounting • HR • IT Equine Network Boulder, CO Healthy Living Group San Francisco, CA • 11 Magazines • US Rider • Equine.com • Websites & Digital News • Books and Videos • 8 Magazines • Shows • Custom Publishing (M&P) • YogaJournalStore.com • Retail Books and Videos • Websites & Digital News • Circulation • Production Homebuyer Publications Chantilly, VA Outdoor Group Boulder, CO • 8 Magazines • Custom Publishing • Shows • B2B Publishing • Websites & Digital News • Books • 11 Magazines • Shows • Websites & Digital News • Books • Research • Seminars Marine Group Fort Lauderdale, FL • 8 Boat Shows • 8 Magazines • BoatQuest.com

  5. Magazine Revenue Share Hoffman Media Revenue (92% Circulation Driven) Out of the Newsstand Revenue Share 60% is derived from Newsstand Specials Largest Title: Paula Deen, followed by Victoria

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