Kyle Publications, publisher of Great Lakes Scuttlebutt magazine and the Marine Ad Network, changed its name to Kyle Media.
The company said the decision was made to more accurately reflect the company’s expansion in recent years from a marine industry publisher to include an online marketing company as well.
“While Great Lakes Scuttlebutt remains the core of what we do, our online marketing success in the marine industry meant we needed our company name to better describe our expanded activities,” Kyle Media president Erik Kyle said in a statement.
Since its founding in 1992, Great Lakes Scuttlebutt has attracted an audience of Midwest boaters. However, as technology advanced and the number of online marine industry publications increased, Kyle saw an opportunity beyond print and online ads.
“We realized that marine industry companies were looking for a cost-effective way to advertise their products online,” he said. “And publishers were looking for ways to sell their unsold space to advertisers.”
Out of this came the Marine Ad Network.
“We are effective because we laser-target the customers our advertisers want to reach in the precise geographic location,” Kyle said. “Our publishers are happy because they get a paycheck every month for space that would otherwise be unsold or turned over to Google Adsense for minimal revenue.”
Another Kyle Media venture has been geo-fencing digital campaigns at marine events. The company places clients’ banner ads and videos on websites or social networks frequented by marine show attendees to drive traffic to their clients’ booths.
The timing of the name change coincides with the company’s 25th anniversary.