As it continues on
the path of reinvention, Kalmbach Media Media has revealed a new strategy for its science division, which includes Astronomy and leading science brand Discover.
Dan Hickey, Kalmbach’s CEO, stated: “We’re laser-focused on exponential growth and transformation of our Science Group. Now, we have a set of strategic partnerships in place that take this expansion further, particularly with our Discover brand.”
As part of this pivot, Kalmbach is re-entering the national advertising market, forming a science-focused content studio called Discover Media Lab and establishing an international licensing partnership.
The custom-media content studio Discover Media Lab, headed by Dennis Liu, will focus on the creation of “compelling science and technology stories and distribute them across multiple platforms,” Liu stated. Liu’s experience includes the development of stories, films, animations, educational materials and virtual labs.
Also key to its advertising strategy is Kalmbach’s partnership with Los Angeles-based advertising rep firm Barista Media. The company will work closely with Kalmbach’s Science Group to create customized solutions to connect the publisher’s brands with target audiences.
Finally, to reach an international audience, Kalmbach will work with a global media consultancy and FIPP member Cue Ball to license Discover content globally. Cue Ball, which specializes in closing a range of cross-border deals, like strategic partnerships, licensing and joint ventures, will work with Kalmbach to find licensing arrangements for its brands in the “knowledge category.”
The Science Group’s magazines, web sites, email newsletters and social platforms reach a combined audience of 10 million.