Bonnier purchases four of the largest deer- and turkey-hunting public expos in U.S., aligns them with its Field & Stream, Outdoor Life brands

Allison Oesterle

NEW YORK, New York , December 8, 2011 (press release) – Bonnier Corp. announced today the purchase of four of the largest deer- and turkey-hunting public expos in the country — aligning them with its iconic Field & Stream and Outdoor Life brands. Tying the top two names in the outdoor category with these events strengthens the reach of the brands and establishes Field & Stream and Outdoor Life in a new audience venue. Bonnier acquired the series from Target Communications, which ran it for 27 years and publishes outdoor-related books.

The events, which will be rebranded the Field & Stream Deer & Turkey Expo, are the largest and most comprehensive of their kind, attracting thousands of passionate hunters. From the top exhibitors in the outdoor industry to the newly rebranded Outdoor Life seminars, these are must-attend events for outdoorsmen. The events will be produced by the Bonnier Events and Entertainment group, which produces the company's Warren Miller film tour and the Professional Wakeboard Tour.

"The power of these top brands, Field & Stream and Outdoor Life, increases our ability to position them in many different arenas in the media world. We have opportunities to increase our audience beyond magazines, websites and digital apps," said Terry Snow, CEO of Bonnier Corp. "This is a prime example of how we are transforming into a multichannel business so advertisers can place a true value on our brands' effectiveness as an advertising and marketing vehicle."

The 2012 event schedule will kick off in Lansing, Mich., Feb. 17-19, followed by stops in Columbus, Ohio, and Peoria, Ill., before the premier event of the year, the show in Madison, Wis., March 30-April 1.

"We're pleased to have our deer and turkey expos in Wisconsin, Michigan, Ohio and Illinois become a part of Bonnier's outdoor operations," said Glenn Helgeland, owner of Target Communications. "This is a significant step upward in the maturation of such focused expos as a valuable element in marketing programs for outdoor products and services. We look forward to working with Bonnier in growing the expos' marketing effectiveness and influence."

"We are thrilled to be adding the deer and turkey consumer expos to our growing list of branded events," said Eric Zinczenko, Vice President, Group Publisher of Bonnier's Outdoor Group. "We have had great success with Field & Stream's Total Outdoorsman Challenge and Heroes of Conservation gala, and now we have the opportunity to offer a great consumer experience for our core audience of hunters."

Last year, the expos attracted crowds from 42 states, reinforcing the passion and engagement of hunters who will drive long distances to take part in a premier event. These hunting expos are annual events for deer hunters and turkey hunters and their families. Each hunting expo includes a whitetail buck trophy-deer contest, plus exhibits of the latest deer- and turkey-hunting equipment and accessories. Special attractions include daily deer- and turkey-hunting tips, an outdoor photo contest, shooting ranges (air gun, archery, laser), deer hunting equipment, and venison butchering/processing demonstrations. With as many as 350 exhibiting companies, both consumers and trade professionals attend the shows to talk face to face with industry representatives. Attendees learn about new products, get answers to their equipment and accessory questions, and enjoy many seminars and hands-on events, all in one place.

Corporate Solutions of Westport, Conn., was the exclusive advisor to Target Communications in arranging, structuring and negotiating this transaction.

Bonnier Corp. (www.bonniercorp.com) 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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