SEMA eNews Vol. 17, No. 23, June 5, 2014

Source Interlink Media Rebrands as TEN: The Enthusiast Network

By SEMA Editors

Source Interlink Media has announced a sweeping redesign of its brand portfolio and a new name—TEN: The Enthusiast Network.

“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. 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. According to TEN, absorbing legacy aftermarket print titles that feature largely duplicative content into stronger core brands will deliver customers an engaged and valuable audience with greater efficiency and scale.

Affected Title   Relevant Core Brand
Popular Hot Rodding
  Hot Rod
Rod & Custom
  Street Rodder
High Performance Pontiac
  Hot Rod
Custom Classic Trucks
  Classic Trucks
4 Wheel Drive & SUV
  Four Wheeler
Mud Life
  Four Wheeler
5.0 Mustang
  Muscle Mustangs & Fast Fords
Modified Mustangs & Fords 
  Mustang Monthly
Camaro Performers
  Super Chevy
GM Hi-Tech
  Super Chevy
Import Tuner 
  Super Street
Honda Tuning   Super Street

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, Michigan, 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 operate 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.

Longtime 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 Automobile brand 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.”

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