Bonnier Corp. is positioning itself to get deeper into its core verticals after two announcements on Tuesday.

Dave Zinczenko, president and CEO of Galvanized LLC and former EVP at Rodale, has entered into a five-year management consultancy with the enthusiast publisher.

In a related move, Dave Freygang, Bonnier CEO, announced the formation of an internal brand-extension operation, Bonnier Brands. Weldon Owen, a book publishing division of Bonnier since 2009, will be folded into Bonnier’s central branded-book ops as part of the change.

Both moves, Freygang says, are aimed at building book franchises and other extensions off of the company’s existing brand portfolio. Weldon Owen had already produced several branded books for Bonnier titles like Field & Stream and Saveur.

"Combining our book operations into Bonnier Brands builds on our strength in special-interest magazine publishing," Freygang says in a statement. "The new venture with David Zinczenko’s Galvanized group makes Bonnier Brands’ future even more promising. Zinczenko’s success at building new book franchises is without equal. His best-selling Eat This, Not That! is a new standard-bearer for health and wellness."

Zinczenko adds: "Partnering with Bonnier as they further their ambitions in books and other extensions is a special opportunity for Galvanized. The combination of their strong brand portfolio with our expertise in developing, reinvigorating and marketing branded products is sure to deliver results that underscore the passion and commitment of both companies."

It’s the second partnership Zinczenko has inked with a major publisher since his departure from Rodale last November. He came to terms with American Media, Inc. in February to oversee brand extensions for several of the publisher’s titles.

At Bonnier, Dave Zinczenko joins his brother, Eric, an EVP. Eric made the initial introductions that led to Tuesday’s announcement, Adweek reports.

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