With the purchase of Learnwake.com, the Orlando, Fla., company’s title secures what it describes as “the online destination” for wakeboarders looking for videos that help them learn the sport’s finer points.
The site’s strong appeal to enthusiasts, it says, should translate to new opportunities to enhance Wakeboard’s overall value to its broader audience and advertisers alike.
“Learnwake has cultivated a high-value audience that is valuable to marketers looking to reach ‘graduating enthusiasts’ and influencers,” says Matt Hickman, Bonnier vice president of brand strategies. “We now have another tool to reach the right customer group at the optimal time, allowing us to target a set of individuals to produce a desired outcome for our marketing partners.”
As a membership-focused site, Learnwake derives much of its revenue from paid access to premium instructional content contained within a library of nearly 600 videos. Wakeboard, Hickman says, intends to build out that revenue model to include targeted advertising, partner sponsorships and branded video.
As it integrates Learnwake, Wakeboarding will begin to produce and add more video content to the platform.
“Learnwake will become an extension of Wakeboarding and integrate across all channels—print, web, email, social, mobile and events,” Hickman says.
Terms of the deal were not released and a spokeswoman declined to offer details.
A variety of publishers have zeroed in on online educational content lately. Rodale and Penton have both launched or significantly added to their platforms this year. Online ed adds another subscription revenue stream, and, as Bonnier plans to do with Learnwake, it offers targeted sponsorships as well.