Less than a week after divesting itself of Parenting and Babytalk magazines, Bonnier is moving ahead with its new testosterone-fueled game plan. Today, the company announced that it had acquired nine motorcycle titles from Source Interlink Media—Motorcyclist, Sport Rider, Dirt Rider, Motorcycle Cruiser, Hot Bike, Baggers, Super Streetbike, Street Chopper and ATV Rider—which will become part of the newly formed Bonnier Motorcycle Group. (Bonnier also owns Cycle World, which it acquired from Hearst in 2011.)
On the reverse side of the transaction, Bonnier is also selling seven of its existing active interest titles to Source Interlink: Sound + Vision, TransWorld SNOWboarding, TransWorld Motocross, TransWorld SKATEboarding, TransWorld SURF, TransWorld RIDEbmx and TransWorld Business, whose staffs were informed of the sale this morning.
In an internal memo to Bonnier employees, CEO Dave Freygang made clear that Bonnier’s new male-focused portfolio is intended to be permanent. (Since becoming CEO in January, Freygang has also sold Bonnier’s Mountain Group titles and folded Garden Design magazine.) Today’s changes, he wrote, are “the last in a series of moves we have implemented to transform our company to one that will achieve revenue growth and sustained profitability.”
Freygang also attempted to assure Bonnier staffers that they could breathe easy following the recent turmoil: “Please be certain of this: We have our operating groups and brands in place, and we have the right people to allow us to achieve our goals,” he wrote.