New Science Content Media Lab, Advertising Opportunities, and International Licensing Among Aggressive Expansion Plans for Discover and science-focused brands

WAUKESHA, WI/NEW YORK, N.Y. (November 8, 2018) –Kalmbach Media, the content creator of such well-known and respected media brands as Astronomy, Discover, Model Railroader, and Trains, today announced next steps in the growth of its science strategy, which includes re-entering the national advertising market; forming the Discover Media Lab, a science-focused content studio; and establishing a new international licensing partnership.

“This has been a year of re-invention for Kalmbach,” notes Dan Hickey, Kalmbach’s CEO. “We’re laser-focused on exponential growth and transformation of our Science Group. Now, we have a set of strategic partnerships in place that take this expansion further, particularly with our Discover brand.”

“Discover has been a unique voice in science journalism for decades, combining a rigorous, fact-based approach to storytelling with an ambition to reach a broad audience with engaging and relevant content,” says Becky Lang, Discover’s editor-in-chief, and executive editor of the Science Group. “We know that this brand has an abundance of unlocked opportunities in the media marketplace.”

Kalmbach has recently partnered with Barista Media, a Los Angeles-based advertising sales firm, to bring these opportunities to the national advertising market. Led by industry veteran Larry Stevens, Barista Media will work closely with the Science Group to deliver creative, customized solutions to help brands reach their target audiences. “The science category, especially through broadly appealing brands such as Discover and Astronomy, has much to offer advertisers seeking quality media and audiences,” says Stevens. The Science Group’s combined magazines, websites, email newsletters, and social platforms reach 10 million deeply engaged science enthusiasts each month.

A key component of this new strategy includes the formation of the Discover Media Lab, a custom-media content studio headed by Dennis Liu. A nationally recognized expert in science communication across all media, Liu has deep experience developing a broad array of stories, films, animations, educational materials, virtual labs and more. “There are a number of award-winning content agencies out there,” says Liu, “but there are few like us who have the expertise to tell compelling science and technology stories and distribute them across multiple platforms.”

As part of expanded global reach, Kalmbach has retained Cue Ball for the international licensing of Discover content. Specializing in brokering a range of cross-border deals including licensing, joint ventures, and strategic partnerships, Cue Ball and Kalmbach will explore a variety of licensing arrangements for its brands, with a special focus on partners with footholds in the “knowledge” category.

“There is a great hunger for quality, accessible science content in the international market,” says John Cabell, Founder and CEO. “Discover is well-recognized as a brand that delivers that content in engaging and exciting ways on many platforms.”

Bead&Button magazine is marking its Silver Anniversary with a special issue currently available on newsstands. The issue kicks off a year of celebration that will include special jewelry projects from top designers (many of them in silver tones); a limited-edition silver bead-clasp for sale at; and anniversary sweepstakes valued at over $2,000.

Kalmbach Media is a leading independent media company that provides ideas and inspiration to avid hobbyists, enthusiasts and citizen scientists through its multichannel brands including Astronomy, Discover, Bead&Button, FineScale Modeler, Garden Railways, Scale Auto, Classic Toy Trains, Model Railroader, Model Railroader Video Plus, Trains, Classic Trains, and American Snowmobiler.

Kalmbach’s digital media websites and extensions across the Kalmbach portfolio of brands reach more than 35 million consumers on 18 sites, including the e-commerce sites My Science Shop, Kalmbach Hobby Store and the Jewelry & Beading Store. Kalmbach is also a leading producer of conferences and experiential events for the hobbyist and enthusiast marketplace including the recently held International Train Expo; the Bead & Button Show, which draws over 11,000 participants from across the country; and, the Craft Beer Festival among others.

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