The Out There Group acquires Street Machine magazine
Automotive magazine Street Machine has been acquired by The Out There Group after being previously owned by Wheels Media.
The announcement:
The Out There Group, managers of Summernats, MotorEx, Rockynats, Red CentreNATS, the National Drag Racing Championship (NDRC), and a range of other public festivals and events, has acquired Street Machine, Australia’s flagship motoring digital channel and print publication, from Wheels Media.
With the Out There Group’s extensive involvement in some of Australia’s most popular car festivals and the recently created National Drag Racing Championship, they were the right buyer for Street Machine.
The iconic magazine was first published in 1981 and has withstood the challenges to the print media industry over the past two decades and remains Australia’s most trusted automotive masthead.
In recent times, Wheels Media has transformed Street Machine into a genuine omni-channel publisher. While Street Machine remains the best print publication in its space, it has become a digital powerhouse with extraordinary online readership and highly engaged social platforms.
“To everyone in the modified and performance vehicle industry and in Australian motorsport, Street Machine Magazine has been the Bible for over 40 years. It’s been a staple to the car loving community but has also created that crazy car passion for hundreds of thousands of Australians,” said Out There Group’s managing director, Andy Lopez.
“When the chance came up to bring Street Machine into the fold, we knew it was a once in a lifetime opportunity to build something really special. Street Machine is a proud champion of the car community, telling the stories of great people in the scene with amazing words, and capturing their amazing machines in beautiful imagery. Our festivals are the playgrounds where that same community comes to show off their awesome cars in a real-life setting. It makes perfect sense to bring Street Machine and our group together” Lopez added.
Wheels Media made it clear to prospective suitors of the business that the new owner had to protecting the legacy of print media, but also adapt to the opportunities that digital offers its readers and advertisers for growth, reach, and sustainability. The Street Machine website has an extraordinary online readership that continues to grow every month.
Christian Clark, CEO of Wheels Media said, “In the Out There Group, we have found a partner who not only values the historic significance of Street Machine but also possesses a vision that aligns with the brand’s ethos. The synergies between Summernats events and Street Machine are unmistakable, and this acquisition will only serve to amplify the voice and reach of both entities.
“Everyone here at Wheels Media knows that the team behind Street Machine are the best of the best and have made the magazine & website the industry benchmarks they are today. I’m confident that under the stewardship of the Out There Group, Street Machine will continue to thrive, evolve, and remain a beacon for automotive enthusiasts everywhere.”
Lopez continued “We’re committed to defend, nurture and grow the printed and digital versions of Street Machine. We now have a role to play to keep this amazing publication in front of Australian car lovers now, and in the future. We’re really excited that Simon Telford and the editorial, content, design and commercial team are coming with us. It will be business as usual for the best motoring journos in the country.”
Simon Telford, Street Machine content director, is excited about the joining of the two organisations. Telford said “This is the start of a very cool new chapter for Street Machine. Our mission is to inform, entertain, honour and advocate for the car enthusiast community, and I know we’ll be able to do all of these things even better going forward. The Out There Group brings a shared love and respect for this community.
“And right now is the perfect time for this to happen. Our sport has never been so vibrant – events of all shapes and sizes are flourishing. Access to new technology is allowing professionals and amateur car builders alike to create unprecedented rolling works of art. And there is a younger generation of car builders coming up who really embrace this technology and are fantastic at communicating their passion to others.
“Personally, I’m pumped! It has been great growing as part of the powerhouse that is Wheels Media and our omni channel approach is in the best shape it’s ever been, but having worked closely with the Out There crew for many years, I know we are going to do even greater things together.”
The history behind Street Machine and Out There Group’s iconic event, Summernats is extensive. They’ve been joined at the hip since the beginning, with Street Machine holding naming rights sponsorship of the event from Summernats 1, which now enters into its 36th year. Street Machine also has an important role in supporting a wide range of excellent Australian automotive events like Powercruise, World Time Attack, Jamboree, GT-R Festival and many others, and of course, the iconic Street Machine Drag Challenge.
When it comes to the future plans of Street Machine Magazine, Lopez added, “As we’ve said, it’s business as usual for Street Machine and the team. They’re the experts, and our job as new owners is to support and grow the publication and its digital offer. Street Machine will remain standalone and completely independent and will continue to be the voice of Australian performance and modified car culture, showcasing all the incredible people that are involved in it, for as long as people want to read it.”
Source: DBC2
