Bonnier Corp. Acquires 9 Motorcycle Magazines From Source Interlink

motorcyclistUnder the deal, Bonnier acquires Motorcyclist, Sport Rider, Dirt Rider, Motorcycle Cruiser, Hot Bike, Baggers, Super Streetbike, Street Chopper and ATV Rider. Along with the other motorcycle titles, the collection will form the Bonnier Motorcycle Group, which will become the largest motorcycle-enthusiast media group in the world. Financial terms of the transaction were not disclosed.

“The acquisition supports Bonnier’s strategy to be focused in vertical enthusiast interest media,” said CEO Dave Freygang. “We believe in going deep into selected verticals, and it’s essential that our brands be in a leadership position within those verticals. Since the acquisition of Cycle World in 2011, we’ve realized that the opportunities within the motorcycle market are significant.”

Bonnier Corp. is one of the largest consumer-publishing groups in the U.S. and is the leading media company serving passionate, highly engaged audiences, through magazines, events, digital media and leading-edge products. Bonnier Corp. is the U.S. division of the Bonnier Group (www.bonnier.com), an international media group active in television, newspapers, magazines, movies, books and digital media.

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17 Responses to “Bonnier Corp. Acquires 9 Motorcycle Magazines From Source Interlink”


  1. 1 steve-o May 21st, 2013 at 8:44 am

    Please dont ruin my Hotbike Mag…. love that rag. New business models can sometimes not be so good.

  2. 2 Ray Shaft May 21st, 2013 at 8:49 am

    Print magazine publishers are like US real estate in 2008. In big, big trouble. Probably distress sale. No recovery expected. Bonnier is now going to clean each title they bought, regroup, fire staff, etc. It’s what it’s all about.

  3. 3 takehikes May 21st, 2013 at 9:57 am

    I worked for Tom McMullen (founder of Street Chopper and Hot Bike) and have followed along over the years (decades).
    They had both titles going the right direction, sure hope it continues. Hopefully they will murder Baggers!

  4. 4 CafeSportyTC May 21st, 2013 at 10:19 am

    I’m so tired of digital this, look at it on your ipad that… please dont eliminate the paper magazine. I was born in the wrong decade….

  5. 5 Shifter May 21st, 2013 at 10:59 am

    CafeSporty. Yeah, but you read Cyril’s mag and comment. You can’t comment in print magazines and get news as they happen.

  6. 6 Ink May 21st, 2013 at 11:19 am

    Every 3 to 5 years Source Interlink has been in trouble. Bonnier Corp. got big by knowing when and how to murder, group, merge unprofitable magazines. Hot Bike & Street Choppers? 1 too many.

  7. 7 CafeSportyTC May 21st, 2013 at 11:38 am

    shifter thats probably a good thing..lol

  8. 8 Rodent May 21st, 2013 at 1:56 pm

    Paper is over, thank Steve and Bill.

  9. 9 Raggie May 21st, 2013 at 2:16 pm

    I freelance for a print mag. Although we vehemently deny it to advertisers and readers, we all know that we can’t compete with good digital news and features. Just making things last as long as possible, Don’t be surprised if groups like Bonnier buys print titles just for the value of the title (not much) and immediately shut down the printing to switch to full digital. In a couple of years Cyril may have strong competition. Not yet, but it’s coming.

  10. 10 The Supreme Team May 22nd, 2013 at 10:54 am

    I can agree Source has been very back and forth with personnel changes, etc. but I’m guessing 2 things about the above comments:

    First, most of you apparently take a laptop or iPad into the john to read “digital”. (Nothing but love for ya Cyril)

    Second, none of you advertise in print. Print has been an ENORMOUS factor for us in the last year, allowing a 54% increase in sales. I’ve seen it, because I’ve tested press releases on 12 year old products and moved 5 units in a matter of a week after the mag hit the stands.

    Look, touch and feel still matter, and it’s probably better that most people can’t immediately comment back to the mag, however, you can always put those fingers to work and send it to those “letters to the editor” sections.

    Just my .02, but I can guarantee you….I look at the same press releases and magazine articles at least a few times a week in the “library”…at least until the next issue arrives…can’t say the same about digital.

  11. 11 CW May 22nd, 2013 at 12:55 pm

    Soon they will acquire Piasno Brothers, dont they publish Easyrider?

  12. 12 CW May 22nd, 2013 at 12:57 pm

    Cycleworld is the largest subcriber magazine in the Motorcycle market, and they must have very deep pockets,,,,

  13. 13 Rodent May 22nd, 2013 at 3:54 pm

    Gutenberg had a 600+ year run. Will apple last that long before it rots?

  14. 14 Hamilton May 22nd, 2013 at 5:14 pm

    Rodent. Gutenberg didn’t invent magazines. Apple didn’t ivent the internet. Another stupid comment. By the way, it’s the right time to buy Apple stock AAPL.

  15. 15 Hamilton May 22nd, 2013 at 5:22 pm

    The Supreme Team. A published press release costs you nothing. It’s not paid advertising. I understand it’s profitable if you investment is zero and you sell 5 units. But I don’t think you demonstrated anything. So, you sold 5 units 12 years old with a zero investment? Congrats. And it’s a 54% business increase? How do you make a living?

  16. 16 Blackmax May 22nd, 2013 at 5:50 pm

    I still think magazine have a place in this world,
    just not as big of a part of it as it once was……
    If your the type to take a “Kindle” Into the “Reading Room” with you
    (as most men are wont to do…..)
    Good Luck to ya! Me, A paper magazine goes everytime.
    Digital has it’s place & it’s piece of the info highway is growing bigger every day
    This blog has been invaluable to me for an instant / immediate source of on time info
    (Thank you Cyril) but nothing takes the place of a good paper read ………

  17. 17 The Supreme Team May 23rd, 2013 at 2:03 am

    Hamilton,

    Again…exactly the reason I said it’s probably better most people aren’t allowed to immediately comment…some don’t read. Perhaps you should read again since you were more concerned with giving your .02 cents.

    I advertise in 4 different magazines monthly. On top of the ads, we do press releases. I made a point of saying that IN FACT…press releases are also effective…read it again. We also do regular Facebooking. Between increased dealer sales, retail sales and a massive increase in sales across J&P, we are up 54% in the last year. How do I make a living? Off people who read magazines, digital, social media, word of mouth, return customers and show presence.

    Printed mags won’t go away, regardless of digital progress.

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