Lake Group to manage Bonnier Corp. lists
Lake Group Media has been named list manager for the new Bonnier Corp.
Bonnier, the European publishing giant, has purchased 18 magazine titles from Time Inc., and joined them with titles from its former US partner, World Publishing, creating the US-based Bonnier Corp. The new firm enters the US market with numbers equal to the likes of CondΘ Nast and Hearst.
Former World Publishing owner Terry Snow will act as Bonnier Corp.'s CEO and Dan Altman, former COO of World Publications, is now COO of Bonnier Corp.
World Publishing's lists were previously managed by Lake Group. Millard formerly managed the Time Inc. titles. As of September1, all 35 individual titles will be under Lake Group management.
"It's very exciting that we were chosen because we're smaller [than Millard], but we had made great strides with the business we had," said Lenore Cunningham, Lake Group Media sales director. On the Bonnier acquisition, she said, "We look on it not as a consolidation, but as the launch of a brand new publishing leader."
Lake Group previously oversaw a World Publishing master file of 1.7 million active names and recent expires. They now have 9 million active subscribers and an estimated master file of 12 million.
"This puts us up therewith all the big companies," said Cunningham. "It really also makes our mark in consumer publishing."
The publications will be sold as separate lists under five affinity groups: extreme sports enthusiasts, leisure sports, outdoors, lifestyle and parenting. The largest group will be the parenting group, which includes former Time Inc. titles Babytalk and Parenting