WINTER PARK, Florida (18 Dec 2008) — Just over four years after F+W Media bought financially troubled Scuba Diving magazine from Rodale Inc, it has sold the publication to Bonnier Corp. Florida-based Bonnier Corp, which also publishes PADI's Underwater Journal and Sport Diver, bought Scuba Divng for an undisclosed sum. F+W Media Chairman and CEO David Nussbaum said the decision to dump the magazine and "exit the scuba marketplace" will enable the company to focus on areas with more potential for growth and profit. Although Nussbaum did not refer directly to reports that sharp declines in circulation and advertising revenue forced the sale of Scuba Diving, he confirmed that F+W Media is shifting its focus away from traditional print publishing. In addition to the print magazine, the deal includes scubadiving.com, a chat-driven web site where participant banter ranges from anti-marine conservation campaigns and shark attacks to ballgame scores and toilet humor. Plagued by marketing gimmicks Launched in 1992 by lifestyle magazine publisher Rodale Inc, Scuba Diving grew steadily as the North American economy and scuba diving boomed during the 1990s. But as dive consumers increasingly shifted away from print media to the internet for more reliable news-driven information about scuba diving products and services, circulation started to decline and Rodale sold the magazine in 2004 less than 18 months after its main competitor, Skin Diver, drowned in red ink. Scuba Diving has also been plagued by equipment manufacturer lawsuits citing biased reviews, complaints that it sells personal information about its subscribers to spammers, and ugly confrontations with respected international environmental groups that oppose the magazine's campaigns promoting harassment of marine wildlife. PADI x 3 Despite so many negatives, Bonnier Corp Vice President Dave Freygang was upbeat about the deal and promised the magazine would do everything possible to serve the dive industry's goal of increasing the number of dive consumers by promoting PADI scuba diving products. Scuba Diving, Sport Diver and the Undersea Journal will be produced for PADI by the Bonnier Dive Group, a new division that aims to contribute sustainable advertising revenues to Bonnier's cheerful and lively Enthusiast Group. | 
