Advertising Industry
Industry: Email Alert RSS FeedBonnier's task: Revive the Time 18; Major branding effort is needed to save struggling stable of acquired titles.(Bonnier Group)
Advertising Age, February, 2007 by Ives, Nat
Byline: NAT IVES
nives@crain.com
The deal was the easy part. Now that the Bonnier Group is just days from closing its estimated $225 million acquisition of 18 Time Inc. titles, the Swedish conglomerate has to assemble its company in the U.S.-and figure out how to reinvigorate many of its new properties.
Plans call for the company to combine its purchases with the 20 magazines published by World Publications, in which Bonnier bought a 49% stake last year, to create a niche-magazine publisher called Bonnier Corp.
Terry Snow, the 53-year-old CEO of World, will become CEO of Bonnier Corp., while Jonas Bonnier, the Group's 43-year-old exec VP-president for magazines, will serve as chairman. The Swedes will own a majority stake in the...
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