Alan Mirken joins Affinity Communications as chairman

Business Wire, Sept 21, 1995

NEW YORK--(BUSINESS WIRE)--Sept. 21, 1995--Fred Tarter, co-founder and chairman of Affinity Communications Corp., today announced that Alan Mirken will become its new chairman, effective immediately.

Mirken was president of the Crown Publishing Group, which included Crown Publishers, Clarkson N. Potter Inc., Harmony Books, Outlet Book Company (now Random House Value Publishing), and Publishers' Central Bureau, for over 10 years until he and Nat Wartels sold them to Random House in 1988. He then became vice chairman of Random House. He held that position until 1990 when he left to participate in the turnaround of Abbeville Press, a task now successfully completed.

"I am joining Affinity because it offers something valuable and unique to publishing and therefore faces an impressive future," Mirken said. "We create demonstrably superior books because, in addition to retaining unusually talented and knowledgeable writers and the finest of creative designers, we develop our books under the imprimatur and with the expertise of some of the best known corporate, brand or expert names in their fields."

Mirken stated that, among the 25 names under whose imprimatur Affinity is developing books, are: Seagram, Chanel, Office Depot, Toys "R" Us and Business Week. "No other company has been able to develop such a breadth of 'brand name' support to enhance its publications," he said.

Affinity, located in Los Angeles and New York, was founded in 1992 and has already become a leading book packager as a result of its approach.

"We anticipate creating about 75 books in 1996," Mirken announced. "Book projects are already delivered to or in preparation for 14 publishers including Ballantine Books, HarperCollins, Pocket Books/Simon & Schuster, and Viking which will publish Seagram's Bartending Guide in October." Mirken added that "Affinity is now working on a number of publishing partnerships which will further boost the size and value of our company."

Tarter will become Affinity's vice chairman. His other interests include Boardwalk Entertainment which produces such movies as "Spencer," for Lifetime T.V. Network, and "Lonely Heart," recently broadcast on USA Network, and the explosively growing Pharmacy Fund, of which he is chairman and CEO.

"This move will allow me to remain involved with Affinity, while leaving me free to devote my full energies to the Pharmacy Fund which is growing so rapidly that it leaves me little time for anything else," he explained. "I know that, with Alan Mirken joining Peter Engel in building Affinity, it is in the right hands to exploit its huge potential."

Peter Engel, the other co-founder of Affinity, will remain its president and CEO. Engel is also an associate professor at the University of Southern California and a successful business writer and novelist. Among his past works are The Overachievers (a business book) and the novels High Gloss, A Controlling Interest, and Tender Offers. Engel's new novel, White Money, is slated to be offered to publishers in October. During the 1980's, Engel built the largest marketing services company is the U.S. Previously, he was a group vice president of Colgate Palmolive.

"I am completely delighted that Alan has joined us," Engel said. "I am very sure that his vast experience, excellent reputation, and deep knowledge of publishing, will enable us to continue to build Affinity rapidly and profitably."

CONTACT: Scott Tangney, 212/684-6300, ext. 313