Action Pursuit Group LLC, known as APG Media, has launched two magazines.
The Orange-based company, a unit of New York-based Apprise Media LLC, this month debuted Lofts and Lodges magazines.
APG already publishes several other magazines aimed at home decor, including Romantic Homes and Victorian Homes.
Jacqueline deMontravel, editorial director of APG Media’s lifestyle group, said Lofts and Lodges will go after two different audiences.
Lofts will focus on urban and city living and include up-and-coming loft neighborhoods, while Lodges will focus on lodge and chalet living for outdoor goers and include swanky travel destinations, architecture and interior decor.
The move is part of APG Media’s larger growth strategy, said Craig Nickerson, APG Media president.
“The future of consumer magazines is finding a niche segment like shelter and lifestyle and then slicing it into discrete slices that allow you to effectively target the advertisers and readers who care most about that subject,” Nickerson said.
APG also targets other niches such as automotive with Drag Racer, Diesel World and Street Trucks magazines, and outdoor sports with Bow & Arrow Hunting, Gun World and Knives Illustrated.
Apprise Enthusiast is owned by private equity investor Apprise Media, which also operates Canon Communications LLC. Canon holds events and distributes publications and online media for the manufacturing industry.
Pacific Lands Client
Costa Mesa-based Pacific Communica-tions just brought in a new client.
The shop, which focuses on healthcare marketing, was tapped by Prometheus Laboratories Inc. in San Diego as its agency of record.
Prometheus did a competitive review of several agencies including RCW/McCann Worldwide.
The work will include marketing and promotional advertising to highlight Prometheus’ diagnostic tools for diseases.
HeilBrice Buy: Less Than Rent
Last week, I wrote that ad shop HeilBrice Inc. moved to new digs in Irvine.
Since that story published, I’ve gotten more details from Hal Brice, the agency’s chief executive.
Brice said the agency moved to Irvine because its old space in Newport Beach wasn’t working out.
“We found that rents in our old building continued to increase and our utilization of the space as we grew became less and less efficient,” Brice said.
The shop bought its new office in the Irvine Spectrum for less than it was paying in rent, he added.
Plus, the new building has more space for collaboration and interaction, Brice said.
The new layout gives HeilBrice room to add about 10 workers, even though the office is a little bit smaller than the shop’s old space, Brice said.
“We are looking for experienced, passionate people in all areas right now,” he said.
HeilBrice recently picked up an account: San Manuel Indian Bingo and Casino.
Play N Trade Taps Thrive
Newport Beach-based video game company Play N Trade tapped a local marketing agency to promote its new stores.
The chain, which lets people try video games before they buy and repairs consoles and games, chose Brea-based Thrive Marketing Inc. for advertising work.
Thrive Marketing, which handles advertising, Web design and product placement, is set to create television and radio spots and give guidance to Play N Trade’s 390 franchises on their local advertising campaigns.
“We’re growing fast and we needed an agency that understands our business model and knows how to drive customers to our stores,” said Harry Smith, vice president of marketing for Play N Trade.
The ad shop, founded in 2005, expects sales of $2.8 million this year. Other clients include Baja Fresh, Affordable RV and Advanced Surgical Institute.
PowerMark Increases Power
San Juan Capistrano-based PowerMark Group Inc. is growing its staff.
The marketing and public relations agency, which focuses on technology, recently hired Annie Luther as senior director of its public relations division, a new position.
Luther oversees existing clients and is expected to help the shop bring in more public relations work. Her career includes a stint at Business Wire’s Newport Beach bureau office.
The hire comes on the heels of PowerMark bringing in two new clients, Irvine-based Sendio Inc. and Orange County Venture Group, a networking group.
Ruby’s Rewards Ducks Fans
Ruby’s Diner Inc. in Newport Beach is promoting two concession stands it recently opened at the Honda Center in Anaheim.
The move is part of a corporate partnership the 1940s-style restaurant chain has with Anaheim Arena Management LLC, which manages the center, and the Anaheim Ducks hockey team.
As part of the deal, Ruby’s Diner servers will deliver complimentary Ruby’s arena shake coupons and $10 Ruby burger cards to a select row of fans during each Anaheim Ducks home game. Plus, someone celebrating their birthday at a home hockey game will receive a certificate for a Ruby’s Diner birthday party for eight at the Huntington Beach Pier location.
