AIM Taps ALC To Manage 'Popular Woodworking,' 'Horticulture' And 'Writer's Digest'

Active Interest Media is tapping ALC to manage three recently acquired titles: Popular Woodworking, Horticulture and Writer’s Digest.

The first-party data company is tasked with “developing an innovative and cohesive plan to leverage the audience to a wide range of direct marketers,” according to a statement. 

ALC will partner with AIM to execute a long-term strategy for revenue generation.

AIM did not respond to requests for comment at press time.

The media company publishes more than 50 enthusiast brands in five divisions, including the Equine Network, Home Group, Healthy Living Group, Marine Group and Outdoor Group. 

AIM acquired Popular Woodworking, Horticulture and Writer’s Digest to "further expand its large footprint in the enthusiast market." The three titles have solid subscriber bases: Popular Woodworking has 98,000 subscribers, Horticulture has 48,500 and Writer's Digest has 36,000. 



F+W Media filed for Chapter 11 bankruptcy protection in March and auctioned off its magazine titles in six separate sales this summer.

Cruz Bay Publishing, a unit of AIM, acquired Popular Woodworking for $1 million. Cruz Bay also paid $200,000 for Writer’s Digest and $75,000 for Horticulture magazine. 

In addition, it bought Family Tree for $100,000 and F+W’s collectibles group, which consists of six magazines, for $350,000.

In July, Penske Media Corp. announced Rolling Stone would work with ALC to help leverage new revenue sources as it expands to a younger audience.

Penske’s The Robb Report also works with ALC.

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