Last month, Active Interest Media — a client of ALC for over five years and an industry leader in the world of enthusiast publishing — announced the launching of a new in-house content marketing division named Catapult Creative Labs.
AIM plans for Catapult to provide custom content and lead generation to clients, among other services, and will leverage access to cross-promotion across its numerous magazine brands. The launch is a “direct response to market demand,” according to Jonathan Dorn, Active Interest Media’s SVP of digital and creative services, and the new head of the Catapult unit. “For enthusiast media companies like AIM, the content marketing revolution plays to our core capabilities,” Dorn added. “There’s no one better-positioned in our markets to answer the demand for credible storytelling and audience engagement that is both deep and broad.”
ALC assists Active Interest Media and its over 50 publications, including such titles as Angler’s Journal, Backpacker, Vegetarian Times, and Yoga Journal, in expanding their business in new directions. The debut of Catapult Creative Labs represents an exciting new opportunity for growth outside of its traditional business model.
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