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Press Release

Popular Science Announces the 100 Best Innovations of 2020

By Press Release

December 1, 2020 (New York, NY)—​Popular Science is proud to announce the 2020 “Best of What’s New” Award winners, the 100 most groundbreaking, culture-shifting ​products and technologies of the year. 

“The Best of What’s New Awards showcase the year’s greatest feats of human ingenuity,” says Popular Science Editor-in-Chief Corinne Iozzio. “Even in a year like 2020, innovation has helped us glimpse a future that’s safer, smarter, and more enjoyable than we might have thought possible. This collection, which includes everything from a new generation of Mars explorers to ultra-hygienic print-to-order eyeshadows, is full of items we’re proud to call the Best of What’s New.”

Innovators took notable steps forward in a tumultuous year, offering products to help update our homes, improve our health, protect the environment, and dive into more-immersive virtual escapes. The Best of What’s New Awards span ​10 categories: ​Aerospace, Automotive, Engineering, Entertainment, Gadgets, Health, Home, Personal Care, Security, and Sports & Outdoors. Each winner not only represents a significant advancement in its category, but also speaks to what we can accomplish together when global challenges arise. 

This year saw a sub-genre of products emerge to help address the challenges of the COVID-19 pandemic. A pair of massive tech rivals banded together, and what they created could change how we fight COVID—and other public health threats we don’t even know about yet (Exposure Notifications System by Apple and Google); telemedicine gained a new sensory dimension to bring at-home care closer to real-life office visits (MedWand); new eyewear subtly safeguards exposed faces (Stoggles by ROAV Eyewear); and PPE got a much-needed upgrade in an N95 mask that can be cleaned and reused (iMASC by MIT and Brigham and Women’s Hospital). 

Companies also continued to make strides in sustainability, safety, and accessibility. Environmental awareness played a big part in creating a synthetic insulation that doesn’t need heat from a fossil-fuel-powered oven (​PURE Synthetic Insulation by PrimaLoft), climate-conscious custom jeans from only a smartphone scan of your body (Custom Jeans by Unspun), and a dairy protein that doesn’t come from cows (Perfect Day’s Animal-Free Whey Protein). Transportation innovations added new safeguards, including an airbag designed to prevent the most common head injuries during an accident (2021 TLX Passenger Air Bag by Acura), old satellites getting a new lease on life (Mission Extension Vehicle-1 by Northrop Grumman),and a safer wheelchair (LUCI smart wheelchair accessory by LUCI). And we saw a renewed focus on inclusivity in an eye-liner applicator that’s more manageable for everyone (Guide Wand by Guide Beauty), hiking gear that fits all frames (Plus-Sized Backpacks by Gregory), custom-fitted headphones (Fits by Ultimate Ears), and a smartwatch that detects signs of sleep apnea (ScanWatch by Withings). 

CATEGORY WINNERS

  • Security:​ Exposure Notifications System by Apple and Google (Innovation of the Year) 
  • Aerospace: ​Perseverance by the NASA Jet Propulsion Laboratory
  • Auto:​ 2021 TLX Passenger Air Bag by Acura
  • Engineering:​ Perfect Day’s Animal-Free Whey Protein
  • Entertainment:​ PlayStation 5 DualSense by Sony
  • Gadgets:​ GeForce RTX 3080 by NVIDIA
  • Health:​ BinaxNOW COVID-19 Ag Card rapid antigen test by Abbott Laboratories
  • Home:​  LayerLock Roofing Shingle Technology by GAF
  • Personal Care: Custom Jeans by Unspun
  • Sports & Outdoors: ​PURE Synthetic Insulation by PrimaLoft

Other winners include​: CLAW Drywall Picture Hanger from 3M; The Mink Printer by Mink; Crew Dragon by SpaceX; Autoland by Garmin; MiSight 1 day by CooperVision; Level Bolt by Level; Mario Kart Live: Home Circuit; Mavrik by Callaway. The complete list can be found ​here.

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ABOUT POPULAR SCIENCE

Established in 1872, ​Popular Science is one of America’s oldest and most trusted magazine brands. ​Popular Science​ has a legacy of bringing readers groundbreaking innovations and discoveries, demystifying the world, and examining everything from the marvels of deep space to the secret lives of everyday staples. Popular Science makes science and tech engaging, approachable, and inclusive to keep readers, listeners and viewers plugged in to and excited about the world around them. Popular Science is part of Camden Media Inc., a portfolio company of North Equity LLC, that includes brands like Field & Stream, Outdoor Life as well as the licensing group responsible for Popular Science’s line of Telescopes, STEM Toys, and more. 

ABOUT BEST OF WHAT’S NEW

Since 1988, the editors of ​Popular Science​ have reviewed thousands of products in search of the top 100 tech innovations of each year—breakthrough products and technologies that represent a significant advancement in their categories. Best of What’s New Awards are presented to 100 new products and technologies in 10 categories: ​Aerospace, Automotive, Engineering, Entertainment, Gadgets, Health, Home, Personal Care, ​Security​, and Sports & Outdoors.

Clearsurance.com and North Equity partner to give auto and homeowners better access to cheaper and better car and home insurance

By Press Release

November 17, 2020 (North Andover, Mass.) — Clearsurance today announced a partnership that combines its customer-focused insurance decision marketplace with North Equity LLC’s home and auto owner focused websites to give visitors access to better and cheaper car and home insurance policies.

BobVila.com, Car Bibles and TheDrive are owned and operated by North Equity LLC, a venture equity firm that invests, acquires, builds, and scales transformative digital media brands. Their portfolio currently focuses on the automotive, home, outdoors, specialty, and military verticals. 

This partnership will allow BobVila.com, Car Bibles and TheDrive’s nearly 29 million monthly unique site visitors access to better, cheaper car and home insurance policies accompanied by unbiased decision support, yielding savings on their personal, household insurance expenses. 

“The audiences of BobVila.com, CarBibles and TheDrive are a passionate group of enthusiasts and DIY experts. Whether they’re browsing with their home or vehicle in mind, they will now have access to Clearsurance’s industry-first and unbiased ranking and recommendation engine to save money on car and homeowners insurance,” said Michael Crowe, Clearsurance Founder & CEO. 

“Clearsurance’s curated insurance rankings offer users a unique, interactive experience that is 100% based on customer insights and reviews,” said John Coyne, General Manager of Acton Media Inc. (a North Equity portfolio holding). “North’s best-in-class home and auto brands are ideal partners for Clearsurance and we are tremendously excited to see this relationship develop moving forward.” 

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ABOUT CLEARSURANCE

At Clearsurance, we are developing a true, customer-first insurance marketplace where people can find the best insurance companies and products to save money on household expenses.  All customer recommendations are based solely on customers’ reviews of insurance companies across Car, Home, and Renters Insurance, among other verticals. Everything we do at Clearsurance is governed by our core values: 1) we are transparent; 2) we are authentic; 3) we are optimists; and 4) we are scrappy. Founded in 2016 by entrepreneur Michael Crowe, Clearsurance is simplifying insurance shopping powered by customer generated reviews, ratings, and data.

ABOUT NORTH EQUITY

North Equity LLC is a venture equity firm that invests, acquires, builds, and scales transformative digital media brands using a proprietary combination of operational, data, and technology expertise. The portfolio currently focuses on the automotive, home, outdoors, specialty, and military verticals, which are divided into three operating businesses: Acton, Brookline, and Camden. North’s brands include The Drive, Popular Science, Popular Photography, Field & Stream, BobVila.com, SAVEUR, Outdoor Life, The War Zone, and Task & Purpose, among others, representing a combined audience of more than [40 million] monthly unique visitors. Since joining North, each brand has been strategically building market-leading positions and optimizing profits, while producing high-quality content and transforming their category in the digital landscape. North’s investment team has extensive experience as private investors and operators at the intersection of technology, data, and media, North, based in Miami with offices in San Francisco and New York, will continue making strategic acquisitions across the digital media and technology landscape.

North Equity Announces Acquisition of Iconic Brands Including Popular Science, Saveur, Outdoor Life and Field & Stream

By Press Release

Strengthens North’s presence in the home vertical and adds specialty and outdoor to their growing portfolio, which now reaches a combined audience of over 40 million monthly unique visitors

New York — October 6, 2020 — North Equity, a leading digital media venture equity firm, today announced that it has acquired a number of media brands from Bonnier Corporation. The acquisition includes Popular Science,Popular Photography, Saveur, Outdoor Life, Field & Stream, Better You and Interesting Things.

The additions complement North Equity’s robust home platform, where Saveur will join BobVila.com and Kitchenistic to form a new food category. They will also create a new specialty media vertical under Popular Science and Popular Photography, and expand North’s growing footprint in the military, tactical and outdoor verticals, where it recently added Task & Purpose, one of the leading digital media properties for active-duty military and veterans. 

“Since inception, the North team has proved our ability to acquire, reimagine and profitably grow media brands,” said Andrew Perlman, North Equity Managing Partner. “We have accomplished this by working with the teams at each brand to deliver high-quality, meaningful content and build innovative, sustainable business models. We’re excited to have the opportunity to add such venerable brands to our portfolio and look forward to working with the amazing people behind them.”

The brands being acquired include three 100-plus-year-old publications—Popular Science, Outdoor Life and Field & Stream—and represent some of the most trusted voices in science, outdoor and food. Collectively, they engage nearly 10 million monthly online unique visitors, another 15 million followers on social media, and have 1.7 million loyal print subscribers.

“Bonnier has been the proud owner of Field & Stream, Outdoor Life, Popular Science and Saveur for more than a decade. These brands exhibit a tremendous amount of authority in their genres and have earned the trust of their readers, and we’re excited that North Equity recognizes the value these brands have in the marketplace,” said David Ritchie, chief executive officer, Bonnier Corp. “We believe North Equity is best-positioned to continue to invest in and grow these iconic legacy brands.”

North Equity is committed to developing high-quality, trusted content, while empowering media brands and content creators to scale audience and engagement. North will be applying its proprietary operating model and technology platform—which have resulted in profitable, triple-digit year-over-year traffic and revenue growth in its home and auto platforms, which includes BobVila.com and The Drive—to grow the legacy of the acquired brands and position them to thrive into the future.

Baker McKenzie and Bailey Duquette advised North on this transaction.

About North Equity

North Equity LLC is a venture equity firm that acquires, builds and scales transformative digital media brands using a proprietary combination of operational, data and technology expertise. The portfolio currently focuses on the automotive, home and military verticals, and includes The Drive, BobVila.com, The War Zone and Task & Purpose, among others. Since acquisition, these brands have been strategically building market-leading positions, optimizing cash flow, and transforming their category in the digital content landscape. North’s investment team has extensive experience in the intersection of technology, data, and media as private investors and operators. North, based in Miami with offices in San Francisco and New York, will continue making strategic acquisitions across the digital-media and technology landscape.

About Bonnier Corp.

Bonnier Corp. is an American enthusiast media company with iconic multichannel brands extending into all platforms, including magazines, digital media, events and product licensing. Bonnier Corp.’s brands include Yachting, Flying, Sailing World, Salt Water Sportsman and Working Mother​. Other business subsidiaries include Bonnier Events, a full-service promotion and events group, and Working Mother Media’s diversity and inclusion consulting group. Bonnier Corp. is owned by Sweden-based Bonnier AB, a globally operating media conglomerate.

Lance Johnson Named Interim CEO of Camden Media, will Lead Popular Science, Outdoor Life, Field & Stream, and More

By Press Release

October 6, 2020 (New York, NY)—Lance Johnson, currently an Operating Partner at North Equity LLC, has been named Interim CEO of Camden Media, it was announced today by Andrew Perlman, a Managing Partner at North Equity. His appointment is effective immediately. 

Camden Media is a portfolio company of North Equity, a venture equity firm that specializes in transforming media brands into innovative, high-growth businesses through their investment in quality journalism and technology, and by applying their proprietary digital growth strategies. North Equity recently acquired a number of legacy media brands from Bonnier Corp. including Field & Stream, Outdoor Life, and Popular Science to establish their Camden division. 

“Lance has been a tremendous asset to North Equity since he joined our team in 2019. We value his extensive experience in business development, digital media, and operational innovation, and are confident in his ability to quickly and effectively integrate these historic brands into our portfolio,” said Perlman. 

“These brands provide a really exciting opportunity to expand North Equity’s growing footprint. I’m eager to start working with the editorial teams to help shepherd these iconic publications into their next chapter,” said Johnson. “We believe in our ability to give these teams everything they need to evolve and grow, allowing us to reinvest and expand the high-quality content that they’re known for.”

Johnson has more than 20 years of global business experience in digital media as an operator and investor. Prior to joining North Equity, he was the Head of Corporate Development of MIH Naspers in Silicon Valley, where he focused on group M&A activities and building portfolio-company relationships in the United States. Earlier in his career, he spent time as the Global Head of Sales & Marketing for Nokia Interactive Advertising/Navteq Media Solutions in New York City, and as the General Manager of Yahoo’s mobile business in Europe based in London. 

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ABOUT NORTH EQUITY

North Equity LLC is a venture equity firm that acquires, builds and scales transformative digital media brands using a proprietary combination of operational, data and technology expertise. The portfolio currently focuses on the automotive, home and military verticals and includes The Drive, BobVila.com, The War Zone and Task & Purpose, among others. Since acquisition, these brands have been strategically building market-leading positions, optimizing cash flow, and transforming their category in the digital content landscape. North’s investment team has extensive experience in the intersection of technology, data, and media, as private investors and operators. North, based in Miami with offices in San Francisco and New York, will continue making strategic acquisitions across the digital media and technology landscape.

North Equity Acquires Task & Purpose to Expand its Digital Media Footprint in Military

By Press Release

Latest add-on will complement The War Zone to create one of the leading destinations for active duty, veteran and defense content with a monthly audience of over 11 million

New York — October 5, 2020 — North Equity, a leading digital media venture equity firm, today announced it has acquired Task & Purpose, one of the most trusted sources of news and content for active-duty military personnel and veterans, and Military Spouse Fest, which hosts the largest virtual and in-person events for military family members. Both businesses will join The War Zone, The Drive, and Car Bibles under North Equity’s Brookline Media holding company, which has aggregated some of the largest and most valuable audiences in the automotive and military verticals.

The combination immediately creates one of the largest footprints in the military market, with Task & Purpose dedicated to supporting current and former service members, The War Zone covering the intersection of defense, military technology and foreign policy, and Military Spouse Fest engaging military family members. Together it reaches over 11 million unique visitors and delivers over 15 million page views monthly.  

“We’re thrilled to be adding Task & Purpose and Military Spouse Fest to Brookline Media and to be pairing them with The War Zone and The Drive,” said Andrew Perlman, Managing Partner at North Equity. “Their reputation within the military community is second to none and we’re excited about expanding their mission of supporting those who serve and put their lives at risk for our country.”

Task & Purpose was founded in 2014 with a mission to inform, engage, entertain, and stand up for active-duty military members, veterans, and their families. The site quickly became one of the most trusted sources of news and investigative journalism across the military. Military Spouse Fest was founded in 2012 to help military spouses and family members with the challenges they face and hosts events nationwide.

“I launched Task & Purpose to give a platform and voice to our remarkable servicemen and women,” said Zach Iscol, Task & Purpose co-founder. “And I could not be prouder of all the team has achieved, from taking on difficult topics like sexual harassment and how we care for our sick and wounded to supporting Gold Star families and telling the stories of unsung heroes and fallen warriors, and so much more. With North Equity’s expertise in digital media, complementary audiences, and passion for supporting our nation’s troops, I couldn’t think of a better team to be working with moving forward to take Task & Purpose and Military Spouse Fest to the next level.”

Both entities will leverage North Equity’s proprietary operating model, which has resulted in over 300% growth in digital traffic to The Drive and The War Zone over the past two years. Task & Purpose will complement The War Zone, which is the well-established thought leader covering the intersection of defense, technology, military strategy, and foreign policy.

About North Equity

North Equity LLC is a venture equity firm that acquires, builds and scales transformative digital media brands using a proprietary combination of operational, data and technology expertise. The portfolio currently focuses on the automotive, home and military verticals, and includes The Drive, BobVila.com, The War Zone and Task & Purpose, among others. Since acquisition, these brands have been strategically building market-leading positions, optimizing cash flow, and transforming their category in the digital content landscape. North’s investment team has extensive experience in the intersection of technology, data, and media as private investors and operators. North, based in Miami with offices in San Francisco and New York, will continue making strategic acquisitions across the digital-media and technology landscape.

About Task & Purpose

Founded in 2014, Task & Purpose provides authentic reporting and perspectives on stories that matter to the Post 9/11 military, veterans, and the broader American public. Reporting from the Pentagon to The White House and beyond, Task & Purpose journalists extensively covered the Standing Rock protests in North Dakota, shed light on American veterans being forced to work for Mexican cartels, and drew national attention to a longstanding legal rule barring service members from suing the government. Contributing writers to Task & Purpose have included Medal of Honor recipients, President Barack Obama, Sen. John McCain, the Chairman of the Joint Chiefs, and hundreds of military veterans, leading influencers, authors, and experts. 

About Military Spouse Fest

Founded in 2012, Military Spouse Fest offers modern military spouse content, a thriving live event series in partnership with USAA, and an engaging online community for military spouses who need resources at their fingertips and face-to-face connections in a digital world. Just like the community they serve, the Military Spouse Fest team consists of military spouses getting through another PCS, another deployment, setting up another house, and building new friendships along the way, building a global community that feels like a neighborhood. Military Spouse Fest is dedicated to empowering military spouses and families by providing them with information and the community support they need in their daily lives.

North Equity Relaunches Car Bibles to Expand its Digital Media Footprint in Automotive

By Press Release

Led by veteran journalist Andrew Collins, the DIY, repair, sales and product review site  will complement The Drive to create one of the leading destinations for automotive enthusiasts with a monthly audience of more than 12 million

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 family of digital publications. Over the past few months, Brookline Media has grown to become one of the largest and most valuable audiences in the automotive and military verticals. Together, Brookline Media publications 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. 

“We’re thrilled to add Car Bibles to one of the strongest and most well-rounded portfolios in automotive media,” said Andrew Perlman, Managing Partner at North Equity. “With a robust, diverse revenue strategy and the same playbook that led to exponential growth for The Drive this year, Car Bibles will be an essential resource for those looking to be empowered and informed about the world of cars.”

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.”

About North Equity

North Equity LLC is a venture equity firm that acquires, builds and scales transformative digital media brands using a proprietary combination of operational, data and technology expertise. The portfolio currently focuses on the automotive, home and military verticals, and includes The Drive, BobVila.com, The War Zone and Task & Purpose, among others. Since acquisition, these brands have been strategically building market-leading positions, optimizing cash flow, and transforming their category in the digital content landscape. North’s investment team has extensive experience in the intersection of technology, data, and media as private investors and operators. North, based in Miami with offices in San Francisco and New York, will continue making strategic acquisitions across the digital-media and technology landscape.

North Equity Announces Acquisition and Over 100% Growth of Home Improvement Icon Bob Vila’s Digital Platform

By Press Release

Since joining North Equity’s Acton Media Holding Company – a portfolio of digital media brands in the home vertical – in January, BobVila.com has experienced rapid growth in audience and revenue 

New York – September 10, 2020 – North Equity, a digital media venture equity firm, today announced its January acquisition of Vila Media, publisher of home improvement icon Bob Vila’s namesake digital platform, which has seen record growth in the nine months since the transaction’s closing. Now operating under Acton Media, North Equity’s holding company for digital publishers in the home vertical, BobVila.com has experienced significant growth year to date, with traffic and revenue increasing by 107% and 77% respectively. 

The addition of BobVila.com to North Equity’s Acton Media Holding Company aggressively expands the group’s digital media footprint in growing market segments. Acton Media, which also includes consumer platform Kitchenistic, now reaches more than 9 million monthly unique users. The company’s editorial and business strategies focus on all things home—home buying and financing, home improvement, home furnishings and decor, as well as cooking and entertaining at home. 

“The culture of homeownership wouldn’t be the same without Bob Vila,” said Andrew Perlman, Managing Partner at North Equity. “It’s a privilege and a thrill to be helping carry on his legacy, and we are enormously excited and proud to welcome BobVila.com as a cornerstone of what we are building in Acton Media and North.”  

Originally launched in 2000, BobVila.com carries on the mission of homeowner education and empowerment that guided its namesake founder over his decades-long career in TV. With written, video, and multimedia digital content, BobVila.com draws on the same accessible expertise that made Bob Vila “The Most Trusted Name in Home Improvement.” 

“I launched BobVila.com to continue and extend my dialogue with homeowners, do-it-yourselfers, and handy men and women all over America,” said Bob Vila, founder of Vila Media. “The web has made this dialogue a global endeavor.”

BobVila.com is leveraging North Equity’s proprietary operating model, which has resulted in 300% growth in digital traffic to portfolio properties, including The Drive and The War Zone, over the past two years.

About North Equity

North Equity LLC is a venture equity firm that acquires, builds and scales transformative digital media brands using a proprietary combination of operational, data and technology expertise. The portfolio currently focuses on the automotive, home and military verticals, and includes The Drive, BobVila.com, The War Zone and Task & Purpose, among others. Since acquisition, these brands have been strategically building market-leading positions, optimizing cash flow, and transforming their category in the digital content landscape. North’s investment team has extensive experience in the intersection of technology, data, and media as private investors and operators. North, based in Miami with offices in San Francisco and New York, will continue making strategic acquisitions across the digital-media and technology landscape.

About BobVila.com

For more than 40 years, Bob Vila has shown people how to renovate and repair their homes. As the host of This Old House, Bob Vila’s Home Again, Restore America, and other groundbreaking television series, Bob Vila became known as the first-ever reality television star and the godfather of the current DIY movement. BobVila.com carries forward Bob Vila’s lifelong mission of education and empowerment by lending advice, inspiration, and nitty-gritty know-how to renters and homeowners of every generation.

North Equity Acquires Kitchenistic in Expansion of Acton Media Portfolio

By Press Release

Online consumer hub Kitchenistic joins a family of home-centric digital media brands under North Equity’s Acton Media Holding Company

New York – July 10, 2020 – North Equity, a leading digital media venture equity firm, today announced it has acquired Kitchenistic, a three-year-old product review brand devoted to serving the modern kitchen consumer. Kitchenistic joins the BobVila.com under Acton Media, a holding company formed by North Equity to organize a growing portfolio of digital brands in the home vertical. 

Kitchenistic is North Equity’s second addition to Acton Media in 2020. The first addition came in January, when North Equity acquired the digital media brand of home improvement icon Bob Vila. Cumulatively the Acton Media network now reaches over 9 million unique users per month with news, service, and product review content geared toward helping consumers live well at home. 

“Kitchenistic is a brand built on what we all know—that the kitchen is the heart of the home,” said Andrew Perlman, Managing Partner at North Equity. “That makes it a very natural addition to our home platform, and we are excited to be welcoming Kitchenistic to Acton Media.” 

Founded in 2017, Kitchenistic’s mission is to simplify the way people identify and buy the cookware, utensils, and appliances they need to enjoy rewarding experiences in the kitchen and make the act of cooking and serving food an expression of love and care. 

Kitchenistic will leverage North Equity’s proprietary operating model which has resulted in a 300% growth in digital traffic to portfolio properties—which also include The Drive and The War Zone—over the past two years. 

About North Equity

North Equity LLC is a venture equity firm that acquires, builds and scales transformative digital media brands using a proprietary combination of operational, data and technology expertise. The portfolio currently focuses on the automotive, home and military verticals, and includes The Drive, BobVila.com, The War Zone and Task & Purpose, among others. Since acquisition, these brands have been strategically building market-leading positions, optimizing cash flow, and transforming their category in the digital content landscape. North’s investment team has extensive experience in the intersection of technology, data, and media as private investors and operators. North, based in Miami with offices in San Francisco and New York, will continue making strategic acquisitions across the digital-media and technology landscape.

About Kitchenistic

Kitchenistic provides home cooks and food lovers with the most up-to-date resources for making informed, confident purchasing decisions for their kitchens. Featuring detailed product reviews, how-to guides, straightforward recipes, and actionable advice, Kitchenistic is dedicated to serving the time-starved, quality-conscious, and budget-sensitive kitchen consumer today. 

Greg Barlow Promoted to CEO of The Drive

By Press Release

NEW YORKJuly 25, 2019The Drive, one of the most influential automotive media and military news platforms, today announced that Greg Barlow has been promoted to CEO, effective today.

Mr. Barlow has more than fifteen years of digital media experience. He previously served as the CEO of Constructive Media, an online education and casual games platform with over 400 million global users. During his time at Constructive Media he significantly grew the user base, as well as revenue and overall profitability. Prior to Constructive Media, Greg served as the Chief Marketing Officer of Encyclopedia Britannica & Merriam-Webster, Director of Multimedia Sales at the Wall Street Journal and Director of Digital Sales at This Old House.

“Greg brings with him a unique skill set having worked across executive management, content production and monetization,” said The Drive Chairman Andrew Perlman. “I look forward to continuing to work with Greg to grow our global automotive media platform.”

“I am excited to lead our senior team of journalists, reviewers, producers and technologists as we expand our industry leading products and content offerings,” commented Barlow.

About The Drive

The Drive was launched in 2015, when Time Inc. leveraged its acquisition of /DRIVE, a popular YouTube channel featuring leading industry figures Chris HarrisMike Spinelli, and Alex Roy, to create a platform with a smart, feature-heavy approach to digital media. The Drive has earned accolades and support from advertisers such as Volvo, eBay Motors, Dodge, Jaguar, and Lexus. Among its editorial verticals is The War Zone, a powerful defense site run by Tyler Rogoway, who is among the military sector’s most influential voices. The War Zone’s singular analysis of breaking defense news, as well as its deep insider view of developing military technology, has made it an authority in the category.

Since being acquired by North Equity, The Drive has continued to grow its audience and expand its content offerings across video and written content.

About North Equity

North Equity LLC is a venture equity firm that acquires, builds and scales transformative digital media brands using a proprietary combination of operational, data and technology expertise. The portfolio currently focuses on the automotive, home and military verticals and includes The Drive, BobVila.com, The War Zone and Task & Purpose, among others. Since acquisition, these brands have been strategically building market-leading positions, optimizing cash flow, and transforming their category in the digital content landscape. North’s investment team has extensive experience in the intersection of technology, data, and media, as private investors and operators. North, based in Miami with offices in San Francisco and New York, will continue making strategic acquisitions across the digital media and technology landscape.

The Drive Exceeds 7.7 Million Monthly Audience, an increase of 70% Year Over Year

By Press Release

Monthly audience reaches over 4.6 million unique visitors on The Drive and 3.1 million subscribers across YouTube and social media

NEW YORKApril 17, 2019 — The Drive, the largest independent automotive media brand in the United States, announced today that it now reaches an audience of greater than 7.7 million monthly. The Drive (www.thedrive.com) has attained 4.6 million unique U.S. viewers, according to March 2019 Comscore Media Metrix® ratings, and maintains over 3.1 million subscribers across its YouTube and social media properties.

The Drive was acquired in November 2019 by North Equity, with a mission to empower its existing editorial and production teams and accelerate the delivery of compelling automotive and transportation content. As an independent media outlet, The Drive continues to develop strong relationships with its enthusiast reader base through authentic content and relevant brand-driven partnerships, resulting in significant audience expansion.

“We are experiencing a tremendous shift in the way audiences engage with digital content and brands overall,” said Andrew Perlman, North Equity Co-Founder and CEO of The Drive. “In an age of trust and relationships, the independent content creator holds the most captive, engaged audience. I am proud to announce our accelerated audience growth, largely driven by the content leadership of our editorial team lead by Mike Guy as Editor-in-Chief. With a commitment to further expansion of partner relationships and monetization of our growing audience, I am pleased to announce that Matthew Close has joined our team as SVP, Partnerships. In this role, Matthew will lead sponsorship and direct advertising for The Drive.”

Perlman added, “The Drive has grown its audience by creating a community where enthusiasts access content published by many of best journalists and content creators in our industry. Our collaborative approach allows us to harness the collective influence, diverse subject matter expertise, and faithful readers of our content creators, while providing a platform through which brand partners can reach hyper-targeted and scaled audiences. We have seen an enthusiastic response from partners since our acquisition and look forward to continuing to develop long-term sponsor and direct advertising relationships.”

About The Drive

The Drive was launched in 2015, when Time Inc. leveraged its acquisition of /DRIVE, a popular YouTube channel featuring leading industry figures Chris Harris, Mike Spinelli, and Alex Roy, to create a platform with a smart, feature-heavy approach to digital media. Editor-in-Chief Mike Guy has led The Drive since its founding, which has earned accolades and support from advertisers such as Volvo, eBay Motors, Dodge, Jaguar and Lexus.

Among its editorial verticals is The War Zone, a powerful defense site run by Tyler Rogoway, who is among the military sector’s most influential voices. The War Zone’s singular analysis of breaking defense news, as well as its deep insider view of developing military technology, has made it an authority in the category.

About North Equity

North Equity LLC is a venture equity firm that acquires, builds and scales transformative digital media brands using a proprietary combination of operational, data and technology expertise. The portfolio currently focuses on the automotive, home and military verticals and includes The Drive, BobVila.com, The War Zone and Task & Purpose, among others. Since acquisition, these brands have been strategically building market-leading positions, optimizing cash flow, and transforming their category in the digital content landscape. North’s investment team has extensive experience in the intersection of technology, data, and media, as private investors and operators. North, based in Miami with offices in San Francisco and New York, will continue making strategic acquisitions across the digital media and technology landscape.