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AdMedia Partners Advises Bonnier in Acquisition of Time Inc.'s Time4 Media and Parenting Group Divisions.

Article Excerpt
Acquisition of 18 Titles from Time Inc. Positions Bonnier as One of the Largest U.S. Consumer Magazine Publishers

NEW YORK -- Bonnier, a $2.9 billion European media company, announced today the acquisition of Time4 Media and The Parenting Group, 18 consumer magazines, from Time Inc. Combined with World Publications, its U.S. consumer magazine partner, Bonnier is now one of the largest consumer publishers in the United States. AdMedia Partners http://www.admediapartners.com), a New York investment bank serving media, advertising and marketing service businesses, and related online and information services businesses, acted as financial advisor to Bonnier in the transaction.

"Bonnier enters into these acquisitions with a long-term strategic vision, unlike the financial orientation of private equity buyers in today's M&A market," says Mark Edmiston, the investment banker at AdMedia who led Bonnier's deal team. "In combining the assets of Time4 Media and Parenting Group with its recently acquired World Publications, it is Bonnier's strategy to integrate these newly acquired titles into a media portfolio that bridges the offline and online worlds."

"As most media companies are struggling to adapt to rapidly changing market conditions caused by the digital revolution, Bonnier sees an opportunity to leverage reader loyalty to the brands across new media," says Edmiston. "Also, it is a positive sign for the U.S. publishing industry, for an established European player like Bonnier to make a commitment to a market...

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