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Revenue Diversification through Events, Films, Insurance and More


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Andrew Clurman, CEO of Active Interest Media, shares his perspective at The 2018 ROUNDTABLE in Vail, CO.

Published in: Leadership & Management
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Revenue Diversification through Events, Films, Insurance and More

  2. 2. ONE OF THE WORLD’S LARGEST PARTICIPANT MEDIA COMPANIES Leader in consumer and trade events, education and training, digital platforms, magazines, films and TV shows that reach 40 million readers, fans, and attendees in 85 countries.
  3. 3. PARTICIPANT PHILOSOPHY AIM was founded on a strategy of engaging affluent, deeply passionate audiences and surrounding them with best-in-class content, events, and services. Participant media benefits from a very engaged audience  Consumer enthusiasts are passionate – their sports & hobbies are at the center of their lives  Enthusiasts want to experience their passion through events, services and content  Endemic marketers have few alternative channels to reach their targeted audience  Need for authority and authenticity creates a high barrier-to-entry Attributes of markets AIM chooses to operate in  Verticals must have a critical mass of participants and a dedicated group of brands/suppliers  Markets that are growing or stable in terms of participation  Territory that is not already occupied by larger, entrenched competitors  Sports and interests where people engage and freely spend across a multitude of platforms  Revenue opportunities diversified across end markets and mediums Importance of events  Category leading events are the differentiator in vertical markets  Creates a level of engagement among consumers and marketers unlike any other  Typically higher barriers to entry than other media platforms 07 OVERVIEW
  4. 4. AGGRESSIVE EVOLUTION AIM has successfully pursued a strategy blending acquisition with organic product development to become a leading events and information services business. Company Founded (2003) Today (2018) Revenues $20M $150M Industry Verticals 2 5 Brands 5 50+ Events None Leading Events in – Equine – Fitness – Ski – Outdoor – Home – Yoga - Marine World Series of Team Roping IDEA World Fitness Convention Warren Miller/NASTAR Log & Timber/Old House Get Out More Traditional Building Conferences Dania Marine Market Video/Film None AIM Studios 1000+ videos, film, commercials, TV shows Marketing Services None Merrell, Marmot, Vitamin Shoppe, Outdoor Retailer, SIA America, NRHA, Glint, Volkswagen Digital Audience Negligible Monthly digital audience of 30m+ Digital Revenue None $15m+ adv, online ed, premium content Services/Members None US Rider, Yoga Teachers Plus, IDEA Fitness, World Series, USTRC Online Education None 100+ classes >20,000 students 09 OVERVIEW
  5. 5. MEDIA MIX REINVENTION AIM has achieved unparalleled profitability and diversification by evolving across channels with offerings for both trade and consumer. Leading market positions in multiple categories serving 40M actively engaged consumers • Five industry verticals: Marine, Healthy Living, Outdoor, Equine, and Home • Delivering experiential marketing services to customers, over and above traditional forms • Deeply integrated into B2B and B2C channels AIM is a cohesive collection of branded platforms that produce content across different mediums • Events - Digital - Print - Video & Film - Membership Services – Education & training 11 OVERVIEW Revenue breakdown by type Select brands 30% 37% 11% 22% Events Print Digital Membership/Services