Warren Miller brings an immense library of skiing and snowboarding films to the publisher, along with 50 years of experience in hosting ski-theme film tours. Times Mirror also gains Warren Miller's action sports production company, WMTV. Terms of the deal were undisclosed.
With the purchase, Times Mirror gains access to Warren Miller's annual film tour, its Snoworld magazine, TV production capabilities and film archives.
"We're really trying to build the multimedia platforms in the vertical markets we're in," said Andy Clurman, president of Times Mirror Magazines' the Skiing Co.
`A LOCAL CONNECTION'
Although Times Mirror has been a sponsor of Warren Miller's annual film festival for more than 20 years, it was only a year and a half ago that Mr. Clurman approached Warren Miller President Kurt Miller about a possible acquisition.
Mr. Clurman said the purchase provides the Skiing Co.'s national magazines with "a local connection" through the 500-plus cities that host Warren Miller's film tour.
The pairing will also allow winter-sport inclined advertisers such as Nissan North America and Heineken USA's Amstel beer to buy integrated advertising packages, rather than selecting outlets "a la carte," Messrs. Clurman and Miller said.
"We can capture the marketplace," said Mr. Clurman, adding that advertisers now can have blanket coverage "in the magazines, in-site [at the] film tour and on the Web site."
The acquired properties will be housed under the Skiing Co. Ski, Skiing and Snowboard Life magazines, as well as Skinet.com, are among the offerings under that umbrella.