The Wall Street Journal has reported that the $110m-revenue Bonnier Corp, the US subsidiary of the Swedish family-owned media group, is exploring the “possible sale” of most of its 14 American special interest magazines including Boating, Sailing World, Popular Science, Saveur, Field & Stream, and Outdoor Life. The company also operates 10 digital-only brands including Motorcyclistonline. com and Islands. com.
Bonnier Corp was formed in 2007 when Bonnier AB acquired 18 magazines (with revenues of $230m) from the former Time Inc for a reported $260m. It merged the magazines with World Publications (in which it previously held a 50% share), to create a business of 40 brands, $350m revenue and 300 people,
The WSJ reported that Bonnier is expected to retain its Working Mother Media Division including: The Working Mother Research Institute, the National Association for Female Executives, Diversity Best Practices, [email protected], diversity consulting companies, and Working Mother magazine.
It is believed that the company also plans to retain Bonnier Events which operates 40 annual events including: 4Wheel Jamboree, Bermuda Billfish Blast, Built to Ride Tour, Marlin University, Offshore World Championship, Outdoor Life/Field & Stream Expos, Sand Sports Super Show, Off-Road Expo, and Street Machine Nationals. It is also organiser of live shows through its World Entertainment Services brand.
The Bonnier Group is the 200-year-old owner of some of the Nordic region’s leading print and digital media companies, as well as wholly-owned operations in 12 countries. In 2018, Bonnier’s worldwide media operations had EBITDA of SKr 824m (2017: SKr 625m). Revenue was SKr 26.4bn (SKr25.7bn). It sold its broadcasting group in 2018.