F+W Media Enters into Joint Venture with Hoffman Media

NEW YORK – May 2, 2011 – The leading provider of products, services and ecommerce for enthusiasts, F+W Media, Inc. announced today the creation of a joint venture with Hoffman Media, LLC to launch a new eCommerce store, store.marthapullen.com, focused on the sewing marketplace. This will be F+W Media’s 25th store and will be owned jointly by Hoffman Media and F+W Media.

Together the two companies will marry the eCommerce and Community building expertise of F+W Media, with the quality content and popularity of the Martha Pullen Co., publisher and founder of Sew Beautiful Magazine, The School of Art Fashion, PBS TV Series, Martha’s Sewing Room along with a wide range of books. Martha Pullen Company is a wholly-owned subsidiary of Hoffman Media, a leading special-interest publisher based in Birmingham, Ala. The site store.marthapullen.com, which will re-launch July 1st, will offer a wide array of products, services, content, classes, and competitions for the sewing and cross-stitching community.

“We see this joint venture as just the start of a long, and profitable partnership for Hoffman Media and F+W,” said David Nussbaum, F+W Media Chairman and CEO. “Our aligned missions, to serve a passionate enthusiast base, make us perfect partners for future projects, including events and competitions, video, print and ebooks, Web seminars, and more.” Hoffman Media’s current titles also include: Cooking with Paula Deen, Sandra Lee Semi-Homemade, Just CrossStitch, Southern Lady, Victoria, among others. In addition, Hoffman Media has a growing consumer event business and an established ancillary products division.

“Our team at Hoffman Media and Martha Pullen Co. is excited to be working with F+W Media on this new ecommerce venture,” said Eric Hoffman, Executive Vice President and COO, Hoffman Media. “We believe this opportunity will allow us to create additional value for our existing customers across our craft business, bringing significant product and content offering to them through this combined effort. Additionally, we are impressed with F+W’s growth and success in executing similar strategies across other enthusiast markets which is why we are proud to partner in expanding our ecommerce business.”

The site will be built on the F+W eCommerce platform and driven by dedicated consumer marketing expertise whose marketing and merchandising strategies have more than doubled the Company’s eCommerce revenues since 2009. The fastest-growing area of the business, eCommerce revenues are up more than +60% year over year. Across its 25 sites the company manages more than 350,000 SKUs. The new site will feature a mix of editorial, inspiration, information, as well as product and services from Martha Pullen, Hoffman, F+W, and select third-party vendors.

Contact: Stacie Berger, Communications Director, sberger@fwmedia.com
Contact: Wendy Blaszyk, PR Director, Hoffman Media, LLC, wblaszyk@hoffmanmedia.com

About Hoffman Media, LLC
Hoffman Media, LLC (www.hoffmanmedia.com) is a privately held, leading special-interest publisher based in Birmingham, AL. The company specializes in publications targeted to the women’s market and the large base of advertisers who seek a print, online and interactive medium to reach this attractive demographic. In addition to publications, Hoffman Media has a growing consumer event business and an established ancillary products division. Hoffman Media was founded in 1983 by Phyllis Hoffman DePiano as Symbol of Excellence Publishers, Inc. and was renamed Hoffman Media in 1998. The company has experienced steady growth since its founding, and in 2004 Hoffman Media acquired the Martha Pullen Co. (www.marthapullen.com), publisher of Sew Beautiful magazine, and operates the company as a wholly owned subsidiary.