One of the largest media company’s for action sports publications and videos has announced a sweeping redesign of its brand portfolio, and a new name – TEN: The Enthusiast Network. The TEN audience represents the largest concentration of males 18-34 within the automotive and outdoor-adventure markets.
“TEN: The Enthusiast Network speaks to who we are, and what we do,” said Scott Dickey, Chief Executive Officer. “We are the world’s premier network of enthusiast brands — we create and deliver content every day that informs, entertains, inspires and connects with enthusiasts. We are dedicated to enabling enthusiasts to pursue the passions that define their lifestyle.”
“’The Company’s future focus will center on its iconic core brands and their connection with the consumer across all forms of media,” said Dickey. “We are now putting in place the foundation to operate as a truly independent content creation and media services company, and the rebranding signals both the scale of the changes and scope of our ambitions.”
TEN is investing resources in its core enthusiast brands, including Motor Trend, Hot Rod, Automobile, Surfer, GrindTV and TransWorld, to name a few. The portfolio redesign absorbs 12 legacy aftermarket print titles into the most relevant of the core brands. Absorbing legacy aftermarket print titles that feature largely duplicative content into stronger core brands will deliver our customers an engaged and valuable audience with greater efficiency and scale.
In aggregate, the portfolio changes accelerate the company’s move to a Web-Led, Socially Amplified Media Model. “It is not up to us to decide how our consumers choose to interact with our brands,” said Dickey. “Our job is to provide them with the content they want, where they want it, and when they want it. Our business model needs to reflect this new reality.”
The portfolio changes, which will include the relocation of Automobile from Ann Arbor, MI, will also centralize much of the company’s production of auto-related content in its Los Angeles headquarters, increasing efficiencies and the ability to rapidly deploy content across multiple platforms. Eight-year company veteran and experienced automotive journalist Mike Floyd will become the new editor-in-chief. Current deputy editor Joe DeMatio and several members of the Automobile editorial staff will be operating out of the company’s newly expanded Detroit office. The changes will consolidate the production of all in-market automotive content under the direction of Angus MacKenzie, chief content officer.
Long time editor-in-chief and president of Automobile, Jean Jennings, will leave the company to focus on the development of her own Jean Knows Cars automotive brand, which launched in 2012. “We would like to thank and recognize Jean for her contributions to the Automobilebrand over the past 29 years,” said Chris Argentieri, President Source Interlink Media’s Automotive Division. “Although we are sorry to see her leave, we are excited to support Jean as she pursues her next venture in building Jean Knows Cars.”
TEN also owns Surfer, GrindTV, Skateboarding, Powder, and Transworld publications.