Emap pays #720m for US publishing venture

By ANNA GRIFFITHS, campaignlive.co.uk, Friday, 18 December 1998 12:00AM

Emap has realised its ambition to gain a major foothold in the US with the acquisition of the specialist US publisher, Petersen Companies, for #720 million.

Emap has realised its ambition to gain a major foothold in the US

with the acquisition of the specialist US publisher, Petersen Companies,

for #720 million.



The Los Angeles-based company publishes 130 enthusiast magazines in the

car, action sports and outdoor sectors, reaching a core target audience

of 18- to 34-year-old men. Emap will use Petersen as a platform from

which to launch its own titles, including FHM, while looking at the

possibility of launching some Petersen titles in the UK.



The US publisher will also supply additional revenue streams through its

magazine brand franchises, including trade shows, licensing and

broadcasting activities.



Kevin Hand, Emap’s group chief executive, said: ’We have been looking at

this market for two years and during that time sifted through 40

deals.



Emap Petersen is our base in the US and we would use them for launches,

whether they are in the music field with titles like Mojo, or J-17 in

the teen sector.’



He added that Emap would not carry out acquisitions of this scale in the

foreseeable future, but would continue to look at launches and bolt-on

acquisitions in the US.



Petersen, which was established 50 years ago, has nine publishing groups

which include automotive performance, motor trend, youth, motorcycle,

outdoor, marine, action sport, hi-tech and sport.



Major magazines within its portfolio are Motor Trend, which covers new,

domestic and imported cars and has 1.1 million subscribers; Teen, which

has the largest paid-for circulation of Petersen’s titles with a 1.8

million average sale; and Hot Rod, which was the first title launched by

Petersen and has a paid-for circulation of almost 800,000.


Jim Dunning, president and chief executive of Petersen, will chair the

board of the new division, officially named Emap Petersen. Three Emap

executive directors - Hand, David Grigson and Tom Moloney - will sit

alongside Petersen’s top management team on the board.



This article was first published on campaignlive.co.uk

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