Primedia Acquires Creating Keepsakes

Posted on March 7, 2001

Primedia Inc., a media company with more than 220 magazines announced the acquisition of the Salt Lake City-based multi-media company, Creating Keepsakes (CK). This move adds the scrapbook magazine to Primedia Enthusiast Magazine's unit of Crafts, Sewing, and Quilting publications. According to the Hobby Industry Association (HIA), one in every five households participates in scrapbooking, America's fastest growing hobby.

"Creating Keepsakes leadership position as `America's scrapbook authority' and its more than 30 ancillary products are a perfect fit for Primedia's long-standing craft division,'' said Dave O'Neil, vice president/group publisher for Primedia's Quilting, Sewing, Crafts, and Scrapbooking group. ``Leveraging the strengths of both groups will create exciting opportunities to integrate talent and fulfillment as well as to cross-promote subscriptions, advertising and product."

Creating Keepsakes will retain its Salt Lake City-based operations and facilities as well as its management team consisting of Lisa Bearnson; editorial co-founder; Don Lambson, co-founder and creative director; Mark Seastrand, publisher; and Valerie Dellastatious, director of marketing. In addition, Ms. Bearnson, Creating Keepsakes' co-founder and founding editor, will continue her roles as company spokesperson, host of the Creating Keepsakes Hour on QVC and spokesperson for the Kodak Picture Maker.

Creating Keepsakes magazine, published 10 times a year, has a circulation of approximately 250,000. Primedia Inc., with 2000 sales from continuing businesses of $1.7 billion, is a targeted media company with print, video and Internet businesses focused on consumer and business-to-business audiences. The Company publishes more than 220 magazines and owns and operates approximately more than 300 websites and other Internet properties. Primedia also recently completed its acquisition of About.com, a network of web guides.