Publisher, 10 Missions Media,
FenderBender and Ratchet+Wrench magazines
Takeaway: Messer led a team of staffers to successfully launch the 100,000 circulation Ratchet+Wrench in July 2012.
Independent b-to-b media company 10 Missions Media has been seeing rapid growth thanks to the leadership of its publisher, Chris Messer. Messer, who started out with the company as an ad sales rep in 2007 and worked his way up, led a team of staffers to successfully launch the 100,000-circulation Ratchet+Wrench in July 2012 and continues to grow the company’s other title, the 50,000-circ. FenderBender. According to the company’s president, the two brands are projecting combined revenues in excess of $3 million in 2012, and should exceed $4 million in 2013 under Messer’s direction.
Messer also led the team for FenderBender Live, the group’s face-to-face presence at industry events like the Specialty Equipment Market Association (SEMA) Show, overseeing the execution of 60 onsite videos, doubling sponsorship dollars in 2012 over 2011.
“We were one of the very first publishing houses to utilize the new BPA Worldwide Brand Report, which just came out last year,” he says. “For FenderBender, it showed our total reach to be over 72,000, which included our print magazine, website traffic, daily e-mail newsletter and our social media reach through Facebook, LinkedIn and Twitter.”
The titles Messer represents published more than 650 combined ad pages in September 2012 with roughly 1,000 advertising companies. The first-ever issue of Ratchet+Wrench included 200 ad pages and over 400 advertisers.
“We’re able to show a 360-degree profile of our audience in our niche market,” he adds. “In today’s ever-changing media landscape, having just a print magazine isn’t good enough; you need to reach your audience through many different mediums. We are able to show advertisers how we surround their customer—our reader—through the different channels we have. This has provided assurances to advertisers and aided them in growing their business, which ultimately has made us more successful and helped us grow our bottom line.”