Time4 Media, the owners of Transworld media which runs popular action sports titles such as Snowboarding, Skateboarding, and Surfing, was purchased last week by the Swedish magazine company Bonnier Magazine Group, owners of Saveur and Spa. The VP of Bonnier Group, 43-year-olds Jonas Bonnier, said in AdAge that he’s basically excited about the multi-platform publishing group he’d just acquired, the passionate fans of its readers, and the strength of the American magazine niche marketplace.

Unfortunately, Mr. Bonnier used the word “synergy” in terms of consolidating with World Publications back-office duties among other things and bringing together duplicate titles since Time4 and the Parenting Company also have fishing, boating, and action sports titles. However he did say that they are into niche publications with strong followings and willing to invest to make things stronger, and plan to move forward especially in the internet space for mags. The deal was estimated at $200 million. Time Inc. has 18 magazines with Time4 media division which also include Ski, Skiing, Field & Stream, Outdoor Life, Motorboating, and Yachting. Time Inc. also owns Parenting and BabyTalk which are now also under the Bonnier Group umbrella.