• by Erik Sass  @eriksass1, February 4, 2016

Another magazine publisher is getting into the advertising creative business, with Active Interest Media’s launch of Catapult Creative Labs, an in-house marketing services agency with capabilities including native advertising production.

The new division will offer services ranging from custom content creation to video and TV production, social media strategy, events, and research, among others.

Drawing on AIM”s editorial staff, filmmakers and digital strategists, Catapult primarily serves advertisers in categories like marine, healthy living, outdoor, equine, and specialty home.

Campaigns run in AIM magazines and Web sites as well as other media outlets. AIM’s portfolio of dozens of magazines includes Backpacker, Ski, Skiing, Vegetarian Times, Yoga Journal, Climbing, Sail and Power & Motoryacht.

AIM already has a number of clients signed up for Catapult, including Bertram Yacht, Vetus-Maxwell, Gaia, and Weaver Leather. The in-house agency is led by managing director George Sass Jr. (no relation to the author), who previously serves as editorial director of the company’s marine group.

As noted, AIM is just the latest in a growing list of publishers offering in-house creative services, including native ad production. Last year, Tribune Publishing launched Tribune Content Solutions, with a focus on native advertising and branded content campaigns.

Also last year, Time Inc. launched The Foundry, a new cross-channel creative shop, and The New Republic launched a new in-house content marketing agency called Novel. Billboard and The Hollywood Reporter unveiled Adapt Studios, and Condé Nast launched 23 Stories, allowing advertisers to tap into the expertise of the publisher’s own editorial teams. 

In 2014-2015, women’s interest publisher Meredith acquired two native ad tech firms: Buzz and Selectable.

However, these efforts haven’t been universally successful. In November, 2015 health and fitness publisher Rodale shuttered its own in-house custom content agency, Grow.