TransWorld Gets Heavy

Launches Action-Sports Web Channel on Popular Video Site

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NEW YORK (AdAge.com) -- Time Inc. may be striving to become a fast-growing content company, but the TransWorld magazines that it just put up for sale look poised for some rapid expansion of their own.
TransWorld execs hope the Heavy exposure will help its brand and content find a broader audience as its chief subjects -- snowboarding, BMX racing and the like -- gain wider audiences.
TransWorld execs hope the Heavy exposure will help its brand and content find a broader audience as its chief subjects -- snowboarding, BMX racing and the like -- gain wider audiences.

Ad-supported channel
The TransWorld Media division of Time4 Media, which was put on the block along with the Parenting Group last month, is about to introduce an ad-supported, TransWorld-branded action sports channel on Heavy.com.

"This is the first big public example of our move to become a multimedia company," said Scott Dickey, who became president of TransWorld Media in May. "There will definitely be more to come."

TransWorld executives also hope the Heavy exposure will help its brand and content find a broader audience as its chief subjects -- sports such as snowboarding and BMX racing -- gain wider audiences.

Solid web traffic
Nielsen/NetRatings said Heavy.com attracted 3.5 million unique visitors during August, while traffic to all of TransWorld's websites fell below its minimum threshold for measurement.

The company is the top action-sports media outlet, Mr. Dickey said. "While historically that hasn't meant a lot, I think in the next 5 to 10 years it's going to be incredibly meaningful," he said. "The action-sports industry not only is growing in participants but it's grown in credibility."

TransWorld and Heavy will share ad revenue from the channel, which has already signed up marketers such as Burton and Billabong. The channel goes live next week.
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