Hearst buys ‘e-commerce’ stake in Gear Patrol

Magazine-media. Hearst Magazines has acquired a minority but highly-strategic stake in Gear Patrol, a “men’s enthusiast print and digital publication, store and content studio”. The 11-year-old, New York-based company, which covers a wide range of gadgets, bikes, cars, watches, and sports product, is profitable and claims a monthly audience of 2m. It makes nearly 25% of its estimated $4-5m revenue from e-commerce, by linking readers to products on retail websites including Amazon. It also sells advertising, content marketing and operates events. It will now collaborate with the male-oriented Hearst brands Runner’s World, Men’s Health and Bicycling (acquired last year from Rodale) and, presumably, also Esquire, Car & Driver, and Road & Track. Less than 10% of Hearst Magazines’ digital revenue comes from e-commerce but the total is said to have more than doubled during 2018. Hearst did not disclose the financial terms of the deal which is understood to include an eventual option to acquire the whole company.