Source Interlink Media Rebrands As TEN: The Enthusiast Network

TEN: THE ENTHUSIAST NETWORK

TEN: THE ENTHUSIAST NETWORK

Source Interlink Media Rebrands As TEN: The Enthusiast Network

GrindMedia’s parent company, Source Interlink Media (SIM), announced today it has been re-branded as TEN: The Enthusiast Network. Moving forward, GrindMedia will be referred to as TEN: Action/Outdoor Group.

“TEN: The Enthusiast Network speaks to who we are, and what we do,” said Scott Dickey, TEN Chief Executive Officer. “We are the world’s premier network of enthusiast brands — we create and deliver content every day that informs, entertains, inspires and connects with enthusiasts. We are dedicated to enabling enthusiasts to pursue the passions that define their lifestyle.”

“The Company’s future focus will center on its iconic core brands and their connection with the consumer across all forms of media,” said Dickey. “We are now putting in place the foundation to operate as a truly independent content creation and media services company, and the rebranding signals both the scale of the changes and scope of our ambitions.”

Dickey was brought on board as CEO of Source Interlink in late February 2014, and has since been working with the executive team on the company’s next chapter.

“Our new corporate branding fully captures the essence of our businesses as authentic, credible enthusiast media brands,” said Norb Garrett, Senior Vice President/Group Publisher. “We will be transitioning over the next 90 days from our GrindMedia umbrella brand into the TEN: Action/Outdoor brand within TEN: The Enthusiast Network. At the root of it, our business is built upon the individual brand strength of our vertical properties such as Surfer, TransWorld Skateboarding, Powder, TransWorld Motocross, GrindTV.com and more, and they remain our core focus and we continue to expand our media capabilities and grow our audiences.”

TEN: The Enthusiast Network provided the following details on how it defines itself moving forward:

TEN is the world’s premier network of enthusiast brands. The TEN audience represents the largest concentration of males 18-34 within the automotive and outdoor-adventure markets. TEN creates and delivers content every day that informs, entertains, inspires and connects with enthusiasts. Passion is the driving force behind our people and our brands. We are dedicated to enabling enthusiasts to pursue the passions that define their lifestyle. Our innovative content and media solutions engage the enthusiast market across any platform.”

In other news, Source Interlink Distribution—a separate and distinct company from Source Interlink Media—announced some big news of its own. The distribution company’s CEO Michael Sullivan issued a letter today stating that it will be “discontinuing all operations in the near future.”

The following is the official press release issued by TEN:

LOS ANGELES, CALIFORNIA (May 29, 2014) – Source Interlink Media today announced a sweeping redesign of its brand portfolio, and a new name – TEN: The Enthusiast Network.

“TEN: The Enthusiast Network speaks to who we are, and what we do,” said Scott Dickey, Chief Executive Officer. “We are the world’s premier network of enthusiast brands — we create and deliver content every day that informs, entertains, inspires and connects with enthusiasts. We are dedicated to enabling enthusiasts to pursue the passions that define their lifestyle.”

“’The Company’s future focus will center on its iconic core brands and their connection with the consumer across all forms of media,” said Dickey. “We are now putting in place the foundation to operate as a truly independent content creation and media services company, and the rebranding signals both the scale of the changes and scope of our ambitions.”

TEN is investing resources in its core enthusiast brands, including Motor Trend, Hot Rod, Automobile, Surfer, GrindTV and TransWorld, to name a few. The portfolio redesign absorbs 12 legacy aftermarket print titles into the most relevant of the core brands. Absorbing legacy aftermarket print titles that feature largely duplicative content into stronger core brands will deliver our customers an engaged and valuable audience with greater efficiency and scale.

    Affected Title

    Popular Hot Rodding
    Rod & Custom
    High Performance Pontiac
    Custom Classic Trucks
    4 Wheel Drive& SUV
    Mud Life
    5.0 Mustang
    Modified Mustangs & Fords
    Camaro Performers
    GM Hi-Tech
    Import Tuner
    Honda Tuning
    Relevant Core Brand

    Hot Rod
    Street Rodder
    Hot Rod
    Classic Trucks
    Four Wheeler
    Four Wheeler
    Muscle Mustangs & Fast Fords
    Mustang Monthly
    Super Chevy
    Super Chevy
    Super Street
    Honda Tuning

In aggregate, the portfolio changes accelerate the company’s move to a Web-Led, Socially Amplified Media Model.  “It is not up to us to decide how our consumers choose to interact with our brands,” said Dickey. “Our job is to provide them with the content they want, where they want it, and when they want it. Our business model needs to reflect this new reality.”

The portfolio changes, which will include the relocation of Automobile from Ann Arbor, MI, will also centralize much of the company’s production of auto-related content in its Los Angeles headquarters, increasing efficiencies and the ability to rapidly deploy content across multiple platforms. Eight-year company veteran and experienced automotive journalist Mike Floyd will become the new editor-in-chief. Current deputy editor Joe DeMatio and several members of the Automobile editorial staff will be operating out of the company’s newly expanded Detroit office. The changes will consolidate the production of all in-market automotive content under the direction of Angus MacKenzie, chief content officer.

Long time editor-in-chief and president of Automobile, Jean Jennings, will leave the company to focus on the development of her own Jean Knows Cars automotive brand, which launched in 2012. “We would like to thank and recognize Jean for her contributions to the Automobilebrand over the past 29 years,” said Chris Argentieri, President Source Interlink Media’s Automotive Division. “Although we are sorry to see her leave, we are excited to support Jean as she pursues her next venture in building Jean Knows Cars.”

About TEN: The Enthusiast Network

TEN: The Enthusiast Network LLC is the world’s premier network of enthusiast brands, such as Motor Trend, Automobile, Hot Rod, Surfer, Transworld and GrindTV. With more than 60 publications, 100 Web sites, the world’s largest automotive VOD channel, 800 branded products, 50+ events, TV and radio programs, TEN creates and delivers content that informs, entertains, inspires and connects with enthusiasts every day. For more information visit www.enthusiastnetwork.com

 

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