Source Interlink Media Acquires Leading Off-Road Lifestyle Brand, Mud Life
Irvine, Calif. (May 24, 2011) — Source Interlink Media (SIM) has announced the acquisition of the Mud Life Brand, which comprises Mud Life magazine … the authority on off-roading in the mud … and the Mud Life line of extreme clothing. The acquisition broadens the reach of SIM’s industry-leading Off-Road Truck Group to the fast-growing and highly engaged sector of off-road enthusiasts who specifically favor the mud.
Founded in 2008 by industry icon Anthony Perera, Mud Life magazine has grown into the industry’s leading source covering major mud events around the country. In addition, the publication serves as the standard for mud enthusiasts looking for product reviews, DIY features and industry news.
“Bringing Anthony and Mud Life into our Off-Road Truck Group made perfect sense from a business perspective,” said SIM Executive Vice President Doug Evans. “We are pleased to connect with this fast-growing segment of the off-road lifestyle. We’ve owned the dirt, the desert, and the rocks; now we own the mud.”
Mud Life magazine can be found on newsstands everywhere and has recently expanded to include on-line versions of archived issues. Capitalizing on increased consumer interest, the brand will look to expand its operations as well as demographic reach.
“In order to provide our audience and advertisers with the best products possible, it was important for Mud Life to find a partner like SIM whose passion for the off-road lifestyle and its consumers align with that of our staff,” said Perera, publisher and founder of Mud Life Brand Media. “We’re highly optimistic with our new direction. With the resources of Source Interlink Media and reach we will attain through their sister company Source Interlink Distribution, the sky is the limit.”
About Source Interlink Media
Source Interlink Media, LLC, a subsidiary of Source Interlink Companies, Inc. is the premier source of special interest media in the United States. With more than 70 targeted publications, 90 web sites, 800 branded products, 65+events, and TV and radio programs, SIM is the largest provider of content to enthusiast communities interested in automotive, action sports, marine and other niche activities. The division’s strategy is to wholly focus on targeted audiences by leveraging and expanding upon its core market-leading brands through a multiplatform media approach