Outdoor Recreation Leader, Affinity, Introduces New Corporate Structure Servicing a Growing Powersports Industry
FOR IMMEDIATE RELEASE
Affinity Group, Inc.
Wednesday December 19, 2007
Ehlert Publishing Group Now Part of Affinity Media Division
MAPLE GROVE, MN (December 19, 2007) – Affinity, the nation’s largest provider of outdoor recreation clubs, media and events, recently announced a corporate restructure to better accommodate the $14.7 billion-a-year outdoor recreation industry. Maple Grove-based Ehlert Publishing Group, publisher of 15 consumer and trade periodicals in the powersports and boating markets, will operate within the company’s Affinity Media division and take on the Affinity Media name.
Affinity Media is the largest provider of RV, powersports and boating media with more than 40 niche outdoor recreation magazines, directories and books, as well as 52 complementing Web sites. The Maple Grove office will manage many of the company’s publications, including such powersport titles as Snow Goer, ATV Magazine, ATV Sport, Rider and Powersports Business.
Ehlert Publishing Group launched in 1980 under the name Winter Sports Publishing, when founder John Ehlert merged two regional snowmobile publications and created Snowmobile magazine. Since then, the name changed to Ehlert Publishing Group and the company purchased and/or launched more than 15 consumer and trade publications in the motorcycle, personal watercraft, ATV, boating and camping markets. Affinity Group Inc. purchased Ehlert Publishing Group in 1996.
“The name Ehlert has stood for quality, integrity and professionalism for nearly 30 years,” said Dick Hendricks, executive vice president of Affinity Powersports Media. “It’s been the name behind industry-leading publications, Web sites and events serving the entire powersports marketplace. While our values remain firmly intact, this change will make us stronger business partners and enable us to reach powersports consumers like no other company in America.”
Under the new strategy, Affinity businesses will operate under four new groups – Affinity Media, Affinity Clubs, Affinity Events and Affinity Ventures. The new format will enable existing and potential partners and advertisers additional access to multiple Affinity channels and touch points.
• Affinity Media: All of the company’s powersports publications formerly published under the Ehlert name (Snow Goer, Ultimate Snowmobile Buyers Guide, Snow Week, ATV Magazine, ATV Sport, UTV Magazine, Rider, American Rider, Touring Rider, Cruiser Buyers Guide, Thunder Press, Powersports Business, Powersports Market Data Book, Powersports Dealer Directory); boating publications (Trailer Boats, Powerboat, Bass & Walleye Boats, WaterCraft World, Purely Pontoons, Your Guide to Towing, Boating Industry); RV publications (MotorHome, Trailer Life, Highways, Woodall’s, Camping Life, RV Business); Web sites and e-commerce.
• Affinity Events: More than 35 consumer shows in the powersports, boating, ice fishing, RV and home & garden markets.
• Affinity Clubs: Membership clubs such as the Good Sam Club, Coast to Coast Resorts, CampClub USA and Golf Card International.
• Affinity Ventures: Joint venture partnerships with companies such as GMAC Insurance, Barclay’s Bank and GE Finance.
“This new brand positioning comes at the perfect time in our company’s evolution,” states Affinity President and CEO Mike Schneider. “We can reach customers in the powersports, boating and RV markets better than anyone else with our portfolio encompassing dozens of publications, Web sites, events and clubs that have helped us build a consumer database of some six million outdoor recreation enthusiasts.”
Affinity also unwrapped its new corporate logo that includes a new tagline, “Recreation in Motion,” developed to project the company’s image as a positive force moving forward to help the growth of the entire outdoor recreation market. Affinity’s new vision has the company striving to be America’s champion for the fun, freedom and adventure of recreation in motion.
Affinity, www.affinitygroup.com, is the nation’s largest provider of outdoor clubs, media and events that service the safety, security, comfort and convenience needs of the North American recreational vehicle (RV) and outdoor enthusiast market. By providing information, insights, and resources, the company champions the fun, freedom, and adventure of recreation in motion. The company works to enhance its customers’ recreational experiences and build the communities that share and promote their fun and adventurous lifestyles.
Affinity is organized into four different business units – Affinity Media, Affinity Clubs, Affinity Events and Affinity Ventures. Their corporate headquarters are located in Ventura, Calif. Subsidiary operations and divisions can be found at multiple locations throughout the United States.