Jimmy Lewis Named Editor-At-Large
News Release, FOR IMMEDIATE RELEASE
SAN CLEMENTE, Calif., Oct. 26, 2011 – GrindMedia, the world’s leading action and adventure sports media company and division of Source Interlink Media, has announced that Chris Denison has been named Editor of Dirt Rider magazine, www.dirtrider.com and www.motocross.com. Former editor Jimmy Lewis has been named Editor-at-Large.
Denison will be responsible for all aspects of editorial for Dirt Rider Magazine, DirtRider.com and Motocross.com, according to Norb Garrett, SVP and Group Publisher of GrindMedia. Denison will report to Publisher Damian Ercole.
“This move is a win-win for Dirt Rider, its readers, its many marketing partners and GrindMedia as a whole,” said Garrett. “We believe there is a big opportunity in the off-road motorcycle market, and with Chris bringing his creative ideas and energies to the forefront and Jimmy being able to focus fully on providing his unparalled insight and analysis on the bikes, personalities and events in the space, we feel we have a winning combination.”
“Jimmy (Lewis) has done an excellent job of expanding the Dirt Rider brand while staying true to our core audience, and I’m excited to continue that heritage,” said Denison, who joined the brand in 2005 after a brief but tattoo-free career as a professional freestyle motocross rider. “Dirt Rider’s editorial direction will remain focused on high-quality MX and off-road bike testing and product evaluation-even more so now that Jimmy is freed up to do those things-but I look forward to increasing the brand’s digital and video presence while utilizing more of our resources among the Motocross.com, EnduroCross and GrindMedia platforms.” In addition to his duties as Associate Editor, Chris served as the Editor of Mini Rider magazine for nearly four years while simultaneously completing a Bachelor’s Degree in Advertising.
For Lewis, who has been steering Dirt Rider since 2004, the opportunity is a perfect fit. “After seven years and nearly 90-issues of Dirt Rider I’m still full of ideas and passion, but I really just want to go riding more and spend less time in the office,” said Lewis. “I’ve always been much better at understanding and explaining how suspension and motors work than analyzing spread sheets and bossing people around, so now I’ll be able to do more of what I’m good and at that is what I really enjoy about this job.”
Dirt Rider is published 12 times per year and is the largest off-road motorcycle magazine in America. Its Website averages 1,033,655 visits per month. Recently acquired Motocross.com does 126,755 visits per month.
Source Interlink Media’s GrindMedia is home to renowned action and adventure sports magazine
brands Surfer, Surfing, Snowboarder, Skateboarder, Powder, Bike, Canoe & Kayak, SUP-Standup
Paddler, Dirt Rider, ATV Rider, and Paved. Along with standalone websites, including GrindTV.com,
Newschoolers and Motocross.com, GrindMedia is the leading provider of print and online action sports
and entertainment content in the United States. Delivering significant reach across both action sports
enthusiast and various in-market consumer audiences, GrindMedia produces more than 20 leading
events and webcasts such as Surfer Poll Awards, Powder Video Awards, Nike 6.0 Lowers Pro,
EnduroCross and International Surfing Day. GrindMedia is also the exclusive action and adventure
sports content provider for Yahoo! Sports. To learn more, visit grindmedia.com.
ABOUT SOURCE INTERLINK MEDIA, LLC
Source Interlink Media, LLC(SIM), a subsidiary of Source Interlink Companies, Inc., is the premier source of special interest media in the United States. With more than 70 targeted publications, 90 websites, 800 branded products, 65+ events, and TV and radio programs, SIM is the largest provider of content to enthusiast communities interested in automotive, action sports, marine and other niche activities. The organization’s strategy is to wholly focus on targeted audiences by leveraging and expanding upon its core market-leading brands through a multiplatform media approach.