Press Release

North Equity Announces Acquisition of Iconic Brands Including Popular Science, Saveur, Outdoor Life and More

Strengthens North’s presence in the home vertical and adds specialty and outdoor to their growing portfolio, which now reaches a combined audience of over 40 million monthly unique visitors

New York — October 6, 2020 — North Equity, a leading digital media venture equity firm, today announced that it has acquired a number of media brands from Bonnier Corporation. The acquisition includes Popular Science,Popular PhotographySaveurOutdoor LifeField & StreamBetter You and Interesting Things.

The additions complement North Equity’s robust home platform, where Saveur will join and Kitchenistic to form a new food category. They will also create a new specialty media vertical under Popular Science and Popular Photography, and expand North’s growing footprint in the military, tactical and outdoor verticals, where it recently added Task & Purpose, one of the leading digital media properties for active-duty military and veterans.

“Since inception, the North team has proved our ability to acquire, reimagine and profitably grow media brands. We have accomplished this by working with the teams at each brand to deliver high-quality, meaningful content and build innovative, sustainable business models. We’re excited to have the opportunity to add such venerable brands to our portfolio and look forward to working with the amazing people behind them.”

Andrew Perlman

North Equity, Managing Partner

The brands being acquired include three 100-plus-year-old publications—Popular ScienceOutdoor Life and Field & Stream—and represent some of the most trusted voices in science, outdoor and food. Collectively, they engage nearly 10 million monthly online unique visitors, another 15 million followers on social media, and have 1.7 million loyal print subscribers.

“Bonnier has been the proud owner of Field & Stream, Outdoor Life, Popular Science and Saveur for more than a decade. These brands exhibit a tremendous amount of authority in their genres and have earned the trust of their readers, and we’re excited that North Equity recognizes the value these brands have in the marketplace. We believe North Equity is best-positioned to continue to invest in and grow these iconic legacy brands.”

David Ritchie

CEO, Bonnier Corp

North Equity is committed to developing high-quality, trusted content, while empowering media brands and content creators to scale audience and engagement. North will be applying its proprietary operating model and technology platform—which have resulted in profitable, triple-digit year-over-year traffic and revenue growth in its home and auto platforms, which includes and The Drive—to grow the legacy of the acquired brands and position them to thrive into the future.

Baker McKenzie and Bailey Duquette advised North on this transaction.