Property: Hunting Expos
Buyer: Bonnier Corp.
Seller: Target Communications
Date: December 2011
Bonnier Corporation, publisher of magazines including Field & Stream and Outdoor Life, purchased four hunting expos from Mequon, Wisconsin-based Target Communications for an undisclosed sum. The company plans to rebrand the events the Field & Stream Deer & Turkey Expo and will continue to run the shows four times a yearâ€”in Michigan, Ohio, Illinois and Wisconsin respectivelyâ€”with the exposâ€™ current staff, who have joined Bonnier as a result of the deal.
The events attract an average of 350 exhibitors and 10,000-20,000 attendees on 120,000-150,000 square feet, according to Nick Curci, president of Westport, Connecticut-based Corporate Solutions, the firm that advised Target Communications in the deal. According to Eric Zinczenko, vice president and group publisher of Bonnierâ€™s Outdoor Group, â€śit is not unconceivableâ€ť that the company will add more cities to the showâ€™s current lineup in a year or two.
Bonnier expects this franchise to offer â€śa significant source of revenue,â€ť Zinczenko told Folio: at the time of the deal. â€śOur strategy going forward is to aggregate as much audience as we can regardless of format,â€ť he said, adding that the acquisition allows Bonnierâ€™s Outdoor Group â€śto offer a higher level of integration for our client base by bundling these expos with our other media offerings.â€ť
The events will be produced by Bonnierâ€™s Events and Entertainment group, which currently runs the Warren Miller film tour and the Professional Wakeboard Tour.
Live events have not traditionally been a staple of consumer publishers, a characteristic totally unlike b-to-b publishers that count events as a major and lucrative revenue source. Here Bonnier is taking a page out of the b-to-b playbook by tacking on live event brands that compliment the Field & Stream brand well.
This deal is a clear bolt-on for Bonnier, giving an instant group of event brands attached to its outdoor group.