Wednesday, April 20, 2005

B2B publisher Advanstar makes B2C buy

B2B publisher Advanstar continues its acquisition frenzy. The New York-based parent of "License," "American Salon" and 74 other B2B magazines bought a business-to-consumer property that ties in with some of its business-to-business operations.
Advanstar has purchased, a Web site for off-road motorsport enthusiasts, from Rubicon Media. The idea, it seems, is to flesh out Advanstar's off-road group. That unit, which launched last year, contains trade publication "Off-Road Retailer" as well as a consumer mag and a trade show.
As a general rule, I'm a little leery of publishers who dabble in both trade and consumer press. That's what Primedia, one of my old employers, did. Primedia would buy almost anything: gobbling up Intertec B2B magazines,, auction sites, Bacon's and "Teddy Bear and Friends" magazine. And I thought it was a disaster.
But Advanstar seems to be approaching this with a little more sense by choosing B2C properties that are related to its B2B holdings.

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