TIME FOR CHANGE: As expected, Time Inc. on Thursday confirmed the Bonnier Group would acquire the 18 Time4 Media and Parenting Group titles, which include Field & Stream, Popular Science, Ski and Yachting. Neither Time Inc. nor Bonnier would reveal the purchase price, but sources close to the deal estimated Bonnier snapped up the titles for around $250 million.

The announcement confirmed a report in WWD Thursday.

Media conglomerate Bonnier, based in Stockholm, does most of its business in Europe, but this deal marks the company’s third acquisition in the U.S. in the past year. “We’ve been trying to establish a presence in the market since the late Sixties,” said Jonas Bonnier, chairman of the Bonnier Magazine Group. “We’ve been pushing special interest magazines in Europe for a long time. When we started to look in the U.S. market, we decided to focus on magazines with specific target groups, well-defined readers and where the brand of the magazine could be used in different media platforms.” In May, Bonnier acquired half of World Publications, based in Florida and home of Saveur, Spa and Garden Design.

Bonnier beat out a handful of other bidders, including Quadrangle Group, which worked with Kent Brownridge on the deal; Boston Ventures, which partnered with former Time executive vice president Jack Haire, and several other parties that made offers for only the outdoor titles or the Parenting titles.

As for what will happen to Time4’s current 560 staffers, including president Tom Beusse, Bonnier said, “In the next couple of weeks, I will speak to as many people as I can and understand who is who. After that, I can organize who goes where. But before then, it’s way too early to be specific about that.”
Stephanie D. Smith

SECOND ASSIGNMENT: Lloyd Grove is quite busy in his second coming after leaving the New York Daily News in October. In addition to working on a piece for Vanity Fair, the former gossip columnist is said to be writing a profile of Barbara Walters for an upcoming issue of New York that has yet to be scheduled. Walters, however, is not cooperating with the piece. Grove pitched the article a couple of weeks ago, when Walters was in the middle of the feud brewing between “The View” moderator Rosie O’Donnell and Donald Trump. Grove declined to comment, and a spokeswoman for the magazine said, “We never comment on stories that may or may not be in the works.”
S.D.S.

This story first appeared in the January 26, 2007 issue of WWD. Subscribe Today.

REALLY OUT: While the focus of the job cuts at Time Inc. was on People, Time and Sports Illustrated, Real Simple didn’t escape. Five business side staffers at Real Simple are among the 289 being let go at the company, among them two assistants. The highest-ranking executive to go is Peter Kaye, who had been vice president of marketing and brand strategy since April. His exit comes as Kevin White expands his role as associate publisher to oversee the ad sales and marketing side and publishing. White will continue to report to publisher Steve Sachs.
S.D.S.

DON’T SHELTER ME: First, Domino was a shopping magazine for the home, then it dropped that moniker to become simply a shelter title. Now the Condé Nast magazine is saying it’s about “style,” with home at its core. “We were never a straight shelter title,” said Deborah Needleman, the magazine’s editor in chief. Domino’s best-selling issue ever on the newsstand was its beauty issue last summer. So to sharpen its coverage in areas such as makeup organization, the magazine has hired its first beauty and lifestyle editor, Sophie Schulte-Hillen. Most recently, Schulte-Hillen was a deputy editor and beauty director of Ellegirl, which stopped its print publication last summer. Needleman said, obviously, Domino would have another beauty issue later this year and Schulte-Hillen might be tapped to write a recurring column. “We will not become a beauty magazine, but products and coverage will be infiltrated into the magazine,” Needleman said. Music to beauty advertisers’ ears, no doubt.
Amy Wicks

MOVING ON: Although Jessica Joffe won’t be repeating her fashion week blog duties for Glamour magazine, and her Banana Republic billboards have been replaced, she has already tackled her next pet project, modeling jeans in the new spring campaign for the Japanese casualwear store Uniqlo. The former New York Observer writer joins others, including fashion stylist Melanie Ward and actress Paz de la Huerta, for Uniqlo’s second U.S. campaign, which focuses on premium denim made in Japan. The first campaign last year heralded the first U.S. “global flagship” that opened in SoHo in November. The new campaign, shot by William Selden, will appear in Nylon, Interview and the New York Post, among other media. Creative director Markus Kiersztan of MP Creative, Uniqlo’s agency of record, said the theme of the campaign was “interesting, creative people not changed by the media.” He declined to comment on the ad budget.
A.W.

LOOK IT UP: For those who can’t get enough of New York magazine’s Look Book favorites like Bobby Vita, it appears the title is finally going to publish its Look Book Book — let’s hope that’s a working title — that will hit shelves in mid-September. The 150-page book is being produced by Melcher Media, which is behind “Spy: The Funny Years” and Glamour’s “Big Book of Dos & Don’ts.” A spokeswoman said the book would offer “many of our best-loved ‘Look Bookers,’ many new faces, plus quite a few never-before-published detail shots of both.” Amy Larocca‘s interviews will be in the mix, as well as stories of what happened to interviewees after they appeared in the magazine. One couple broke up when the man’s other girlfriend saw the magazine.
A.W.

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