Skram Media LLC, a platform company led by Mark Crowther, the publisher of Urban Climber Magazine and UCTV, announced today that it has completed the purchase of Climbing Magazine and climbing.com from PRIMEDIA, Inc. Terms of the transaction were not disclosed.
Climbing Magazine Editor-in-Chief Jonathan Thesenga will continue to serve in his role from the current location in Carbondale, Colorado.
Thesenga said, “We have a talented and cohesive group here, and I am excited that Mark wants us to continue to build Climbing Magazine with our current staff from our current location. As part of an independent and entrepreneurial publishing group, Climbing Magazine and Urban Climber Magazine will be the unrivaled leaders in the climbing world.”
Crowther, Skram Media's Chief Executive Officer, said the acquisition helps implement the company's strategy of being the leading special-interest media company in outdoor sports, with a targeted portfolio of magazines and websites and founded on a green ethic â” both Climbing and Urban Climber magazines are printed on 100% recycled paper.
“Our launch of Urban Climber Magazine, in 2004, followed by the launch of our climbing film and video network â” UCTV â” last year, established us as a leader in the youth market. With the addition of Climbing Magazine and climbing.com to our group, we are now the leading media company for all climbers of all ages,” said Crowther. “This consolidation enables us to offer our advertisers ease of media planning, with opportunities to reach even more climbers at different stages of their skills and interests â” across print and digital formats,” he added.
Joe Iurato, Editor-in-Chief of Urban Climber Magazine, said, “We've had a long-standing relationship with the crew at Climbing Magazine â” based on mutual trust and respect. It's exciting to be working with them to reach climbers of all ages.”
Jim Karn of Metolius Climbing, manufactures of rock climbing gear for more than two decades, added, “Urban Climber has become unquestionably the most influential and important magazine for young climbers. More importantly, they have consistently offered us more value for our advertising dollar and better service than the other climbing magazines. Mark's acquisition of Climbing Magazine means that reaching another critical segment of our target market will now be more cost effective and totally hassle free. It's the best thing that has happened to our marketing budget in the last 10 years.”
As well as growing existing magazines and websites, Skram Media's future plans include the launch of a trail-running magazine, brand extensions, and further development of digital media to expand the magazines' reach and relevance to their target audiences.