New York – September 23, 2020 – North Equity, a leading digital media venture equity firm, today announced it will relaunch Car Bibles, a prolific automotive product review site, with a new editorial mission: To be “everything you need to know about buying and owning a car.”
Car Bibles joins The Drive, The War Zone, and Task & Purpose under North Equity’s Brookline Media Inc. family of digital publications. Over the past few months, Brookline Media Inc. has grown to become one of the largest and most valuable audiences in the automotive and military verticals. Together, Brookline media brands reach more than 15 million unique visitors per month.
With its new mission, Car Bibles will focus on comprehensive buying guides for used cars, product reviews, guides to online auctions and sales, and automotive maintenance. Along with The Drive—a leading outlet for automotive news, reviews, technology and culture—Car Bibles aims to cement Brookline Media’s position as the number one online destination for die-hard enthusiasts and everyday drivers alike.
Managing Partner, North Equity
The revamped Car Bibles will be led by Andrew Collins, a respected, longtime veteran of automotive journalism who most recently served as Reviews Editor of Jalopnik. Collins will be Car Bibles’ first-ever Editor-in-Chief.
“This will be a car site that’s both authoritative and approachable,” Collins said. “Car Bibles will answer all your practical questions about buying, driving, and maintaining cars. My main goal here is to empower people at different budgets and skill levels to understand and love their cars. As we create and curate a wealth of car info, the site will grow into an arbiter in the automotive space.”
Car Bibles will leverage North Equity’s proprietary operating model which has resulted in a 300% growth in digital traffic to The Drive and The War Zone over the past two years.
“Andrew Collins brings personality, expertise, and guy-in-the-next-garage approachability to Car Bibles’ practical-enthusiast content,” said Mike Spinelli, General Manager of Brookline Media. “He’s got a journalistic style that matches our audience-first approach. We’re about connecting passionate, authoritative voices with like-minded readers, with an eye toward helping them get real value out of their time spent with us. Andrew’s a natural in that role
“This is a truly exciting time for Domino and our team. We’ve found a partner that values our brand mission and our unique position in the home industry. Together we’ll continue to invest in our talent and bring the highest quality storytelling discipline across the portfolio,” said Cho. “We’re ready to enhance our audience’s digital journey and bring new experiences to our loyal community of design enthusiasts.”
Domino launched as a print magazine at Condé Nast from 2005-2009, where it earned two National Magazine Award nominations from the American Society of Magazine Editors (ASME), among other accolades. It was relaunched in 2013 as the omnichannel media and e-commerce company Domino Media Group before it was acquired by Multiply in 2018. The redesigned print magazine received the Gold Medal, Best of Genre – Women’s Interest from the Society of Publication Design. It has also published two books: Domino: the Book of Decorating and the New York Times bestseller, Domino: Your Guide to a Stylish Home. North Equity will continue to build on the Domino brand while expanding its digital content and audience.
Baker & Mackenzie LLP served as legal advisor on this transaction for North.