Active Interest Media, the parent of Yoga Journal, Backpacker, SKI, Skiing and other magazines, announced that Jonathan Dorn has been promoted to chief innovation officer. He was formerly senior vice president, digital and creative services.
In his new role, Dorn will drive key initiatives and departments that power AIM’s ongoing evolution as a media enterprise. He will continue to oversee AIM’s digital, data, and video efforts; its marketing services division, Catapult Creative Labs; and new product development. In addition, he will be launching a new department to oversee and accelerate online education efforts across the company. Dorn also serves as general manager of AIM’s Outdoor Group, which reaches 8 million passionate enthusiasts a month and includes brands such as SKI, Backpacker, Warren Miller Entertainment, Climbing, SNEWS, and National Park Trips.
“Jon’s abundant creativity and tireless work ethic makes him one of the most effective media executives in the industry today,” says Andy Clurman, president and CEO. “I’m happy to have Jon as a partner in advancing the continued evolution of AIM.”
“This is an incredibly vibrant and disruptive time in magazine media, and I’m blessed to be part of an organization that doesn’t rest on its laurels,” said Dorn. “Under Andy’s leadership, we are making bold leaps and discovering that reinvention is scary only if you don’t believe in the people around you and the audiences you serve. Fortunately for AIM, we have the best of both worlds.”
Dorn joined AIM in 2007 as editor-in-chief of Backpacker, which won five National Magazine Awards under this leadership. He was later promoted to General Manager of AIM’s Outdoor Group where he grew revenue and acquired four brands, more than doubling the Group’s reach. More recently, he has led a number of key strategic initiatives including implementation of a unified audience database, the launch of AIM Studios, a revamp of AIM’s core website infrastructure, and the launch of Catapult Creative Labs, which in one year has a portfolio of 24 clients spanning all AIM divisions.
Dorn was recently named to The Folio: 100, a prestigious recognition honoring the top magazine media innovators in the country.
AIM’s brands include Yoga Journal, Backpacker, SKI, Skiing, Vegetarian Times, Anglers Journal, Yachts International, Sail, Power & Motoryacht, Black Belt, American Cowboy, Spin to Win Rodeo, Practical Horseman, Dressage Today, Oxygen, Clean Eating, Log Home Living, Old House Journal, Cabin Living, Woodsmith, Garden Gate and more.
