The SportsOneSource Group has closed on its acquisition of the VNU Sports Business Media properties, a deal that includes the iconic Sporting Goods Business and Sporting Goods Dealer trade publications. The addition of the trade publications and conferences involved in the transaction, coupled with an already strong presence in trade newsletters, career services, and market research, enables SportsOneSource to offer the broadest package of information products available to the active lifestyle market.
“We have been very fortunate to retain most of the key personnel that formed the foundation of the publications we acquired,” said James Hartford, president and CEO of The SportsOneSource Group. “We have been able to hit the road running and will have a profitable media business in our first month of operation.”
The company now has four core business platforms to deliver services to the industry.
The SportsOneSource Media Services Group is now anchored by Sporting Goods Business and Sporting Goods Dealer and also includes the Footwear Business, Outdoor Business, Specialty Market Retailer, Hunting Business, and Performance Sports Retailer print titles. The group is also responsible for the Sports Executive Weekly and The B.O.S.S. Report trade newsletters and the most widely distributed group of daily e-mail update newsletters in the industry.
“We currently reach approximately 15,000 trade participants each business day,” said Hartford. “That number will certainly increase as we merge the SGB database with our already comprehensive database and expand our titles servicing other vertical segments of the active lifestyle market.”
Hartford also explained that the SOS business model is far different from the traditional trade publishing model and enables the company to leverage its resources across newsletters, print publications, and research to boost profitability.
“Some questioned our move into print publishing, but the move was clearly the logical next step for us as we strive to deliver trade information to all market constituencies,” said Hartford. “We have been very effective at communicating with retail and vendor executives, sales reps, and Wall Street, but we knew we were missing the small retailer and dealer with our mix of products. Adding the VNU properties has given us a ready-made platform for that expansion.”
Part of the daily e-mail update strategy will include the re-branding of SportsOneSources daily Sports Market Update e-mail newsletter to “SGB Update,” a move that reflects the strength of the Sporting Goods Business brand. SOS is also adding update newsletters to service the team dealer business, the broader lifestyle footwear market, and the outdoor big-box business in addition to the current line-up that already services the outdoor and snow sports specialty markets.
The Information Services Group is anchored by SportScanINFO, the most comprehensive point-of-sale data reporting service covering the active lifestyle markets. It is the only weekly service that tracks sales in the footwear, branded apparel, sports licensed products, athletic equipment and outdoor equipment segments of the industry. SOS has also added expanded custom reporting capabilities and research consulting services to round out the group.
The SportsOneSource websites will be restructured to reflect the new trade publications and will also feature expanded product guide directories that will service the footwear, apparel, sporting goods, and outdoor markets.
The Career Services Group is centered around the SportsJobSource.com web platform and also features the Rep Source rep search directory.
The SportsOneSource Event Services Group will re-launch the ELITE Running Specialty Conference at the SGMA Spring Market in June 2007. The company expects the timing and location of the event will provide the perfect complement to other events servicing the sector.
“We wanted to provide a venue that would support the companies that are exhibiting at the SGMA Spring Market, while servicing the information and educational needs of the running specialty community,” said Hartford. “The June timing is the right time for retailers to get their first look at Spring 08 product and the conference will provide retailers with an opportunity to better understand the trends, technologies, and tools that can assist them in managing their business.”
The SGB Forum will be re-launched in fall 2007 and SportsOneSource will again stage the Outdoor Outlook Forum in spring 2008.
Hartford said the SportsOneSource model also enables clients and customers to take advantage of a broader range of services and reduce costs by investing through a centralized platform. He said that clients and customers are already recognizing the opportunity and upside with the expanded model.
