Bowtie

Lumina Media was an American specialist publishing company whose business centered on pet ownership, animal breeding, veterinary subjects, and related hobby communities. Its corporate history began in 1974, when Norman Ridker founded Fancy Publications. The company built its reputation through enthusiast magazines and reference books, particularly titles serving dog, cat, bird, fish, reptile, horse, and small-animal audiences. Over time, it also operated websites, annual newsstand specials, and publications in selected automotive, motorcycle, agricultural, and lifestyle niches. Fancy Publications developed a broad portfolio during the 1990s. Its magazines included Aquarium Fish, Bird Talk, Cat Fancy, Dog Fancy, Horse Illustrated, Pet Product News, Reptiles, and Wild Bird. The company also expanded online through the Animal Network and later through a network of subject-specific websites. In the pet publishing sector, it was sufficiently prominent that Bob Garfield described it in 2002 as the “Time Warner of the pet magazine business,” a characterization reflecting the breadth of its magazine and book portfolio rather than ownership by Warner-related companies. Ridker later renamed the business BowTie Inc., a name associated with his personal fondness for bow ties. BowTie operated books under the BowTie Press imprint and continued expanding its specialist publishing activities. In 2004 it acquired Kennel Club Books, a New Jersey publisher specializing in dog-breed titles. The transaction added approximately 200 titles to BowTie’s existing book collection and strengthened its position in breed-reference publishing. BowTie also acquired or operated publications outside its core pet titles, including Thoroughbred Times, Motorcycle Consumer News, Auto Restorer, and other enthusiast properties. The company encountered financial pressure in the early 2010s as print readership and advertising revenue declined. In 2013, a newly formed company, I-5 Publishing LLC, founded by David Fry and Mark Harris, acquired BowTie’s businesses for an eight-figure sum and reorganized the operation. Under I-5, the portfolio shifted away from some breeder-oriented editorial products toward rescue and adoption themes. The company launched Rescue Me and later Rescue Proud, while also consolidating important digital and print pet properties. I-5 acquired the Dogster and Catster websites from Say Media, then introduced alternating bimonthly print magazines under the Dogster and Catster brands while discontinuing the separate Dog Fancy and Cat Fancy print editions. In 2016, I-5 Publishing adopted the Lumina Media name. The renamed company continued to manage a mixture of pet magazines, annual specials, websites, books, and hobby publications. Its pet portfolio included Dogster, Catster, Dog World, Reptiles, Ferrets Magazine, Poultry World, and numerous annual publications such as Dogs USA, Puppies USA, and Reptiles USA. Its digital network included Dog Channel, Cat Channel, Bird Channel, Fish Channel, Horse Channel, Reptile Channel, and Small Animal Channel. Lumina subsequently divested much of its portfolio. In 2016 it sold its book division to Fox Chapel Publishing; the transaction covered hundreds of print and electronic titles and led to the creation of Fox Chapel’s CompanionHouse Press imprint. In 2017, Lumina sold Veterinary Practice News to Kenilworth Media, transferred Petcha and Reptiles magazine to PetSmart, sold Horse Illustrated, Young Rider, Hobby Farms, and Chickens to EG Media Investments, and sold Dogster and Catster to Belvoir Media Group. These transactions substantially reduced the company’s publishing operations. By February 2020, Lumina Media had been dissolved and had ceased business operations. Subscribers reportedly received a letter announcing the end of operations without a detailed explanation.

Lumina Media traces its origins to Fancy Publications, founded by Norman Ridker in 1974. The company specialized in enthusiast media for pet owners, animal breeders, and hobbyists. Its publishing model combined recurring magazines, breed and care books, annual newsstand specials, and later a network of websites. During the 1990s, Fancy Publications developed a substantial portfolio spanning dogs, cats, birds, fish, reptiles, horses, and other small animals. It published titles such as Bird Talk, Cat Fancy, Dog Fancy, Horse Illustrated, Pet Product News, Reptiles, and Wild Bird, while also operating the Animal Network website. In 1998, it sued Primedia over alleged copyright infringement involving Primedia’s Cats magazine. The company later adopted the name BowTie Inc., with books published through BowTie Press. In 2004, BowTie acquired Kennel Club Books, a publisher focused on dog-breed books. The deal added about 200 titles and reinforced BowTie’s role in specialist animal-reference publishing. BowTie also held properties outside its core pet portfolio, including Thoroughbred Times, Motorcycle Consumer News, and Auto Restorer. Print-market pressures became increasingly significant in the early 2010s. Declining readership and advertising revenue contributed to months of financial difficulty. In 2013, I-5 Publishing LLC, established by David Fry and Mark Harris, acquired BowTie’s businesses and reorganized them. I-5 reduced emphasis on some breeder-centered publications and promoted rescue and adoption content, including the launch of Rescue Me and later Rescue Proud. I-5 also expanded its digital pet presence by acquiring the Dogster and Catster websites from Say Media. In 2014 it introduced alternating bimonthly print editions for those brands and discontinued the separate Dog Fancy and Cat Fancy magazines. In 2016, the company changed its name to Lumina Media. Lumina continued to publish pet, veterinary, equestrian, agricultural, automotive, motorcycle, and lifestyle properties, including Dog World, Reptiles, Ferrets Magazine, Poultry World, Horse Illustrated, Hobby Farms, and Motorcycle Consumer News. Its web properties included Dog Channel, Cat Channel, Bird Channel, Fish Channel, Horse Channel, Reptile Channel, and Small Animal Channel. The company then pursued substantial portfolio rationalization. In 2016 it sold its book division to Fox Chapel Publishing, covering hundreds of print and electronic titles; Fox Chapel placed the acquired list under CompanionHouse Press. In 2017, Lumina sold Veterinary Practice News to Kenilworth Media, Petcha and Reptiles magazine to PetSmart, several equestrian and agricultural titles to EG Media Investments, and Dogster and Catster to Belvoir Media Group. These disposals removed many of the company’s best-known assets. By February 2020, Lumina Media had been dissolved and had ceased business operations.

1. 2020Business dissolved

   Lumina Media ceases operations and is dissolved by February.

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2. 2017Major portfolio divestitures

   Lumina sells several major publishing assets to Kenilworth Media, PetSmart, EG Media Investments, and Belvoir Media Group.

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3. 2016I-5 adopts the Lumina Media name

   The company changes its corporate name to Lumina Media.

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4. 2013I-5 Publishing acquires BowTie’s businesses

   David Fry and Mark Harris acquire and restructure the BowTie operation through I-5 Publishing.

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5. 2013Dogster and Catster websites acquired

   I-5 purchases the Dogster and Catster websites from Say Media.

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6. 2012Bird Talk print edition ends

   BowTie stops publishing the print version of Bird Talk.

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7. 2004Kennel Club Books acquisition

   BowTie acquires the dog-breed book publisher Kennel Club Books.

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8. 1998Animal Network website operates

   Fancy Publications operates Animal Network while continuing to expand its print portfolio.

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9. 1993Expansion across animal-hobby magazines

   The company publishes a broad portfolio covering aquarium fish, birds, cats, dogs, horses, pet products, reptiles, and wild birds.

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10. 1974Fancy Publications is founded

    Norman Ridker establishes Fancy Publications as a specialist publisher serving pet and animal-care audiences.

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A specialist enthusiast-media publisher serving pet owners, breeders, animal-care professionals, and hobby communities through magazines, books, annual specials, and digital channels.

• Dog FancyDog magazine

  A dog-focused magazine covering breeds, ownership, training, care, and canine lifestyle topics. It was one of the company’s established print brands before being discontinued as a separate magazine when the Dogster print edition was introduced.

• Cat FancyCat magazine

  A specialist cat magazine serving owners and breeders with coverage of feline breeds, health, behavior, care, and lifestyle. The brand was later consolidated into the Catster website and magazine.

• DogsterPet website and magazine2013

  A digital and print dog-media brand acquired from Say Media by I-5 Publishing. Lumina used Dogster as a successor-oriented platform after ending the separate Dog Fancy print publication, and later sold the brand to Belvoir Media Group.

• CatsterPet website and magazine2013

  A digital and print cat-media brand acquired from Say Media and used as the successor platform to Cat Fancy. Lumina launched an alternating bimonthly print edition before selling the brand to Belvoir Media Group.

• ReptilesReptile magazine

  A specialist publication for reptile keepers and enthusiasts, covering husbandry, species information, habitat design, feeding, and related products. The magazine and the Petcha web publication were sold to PetSmart in 2017.

• Veterinary Practice NewsVeterinary trade publication

  A professional publication serving veterinary practitioners with industry and practice-related coverage. Lumina sold the title to Kenilworth Media in 2017.

• Horse IllustratedEquestrian magazine

  An equestrian publication covering horse ownership, riding, care, training, and related lifestyle subjects. It was among the horse and agricultural properties sold to EG Media Investments in 2017.

• Rescue MeAnimal-rescue magazine

  A rescue-focused magazine launched under I-5 Publishing as the company shifted part of its editorial strategy away from breeder-centric content toward adoption and animal rescue.

• Companion animal book divisionPet-reference books

  The company’s book division contained hundreds of print and electronic titles, many focused on specific dog breeds and companion-animal care. Fox Chapel Publishing acquired the division in 2016 and continued it through CompanionHouse Press.

• Rescue-focused editorial repositioning

  United States

  After the 2013 restructuring, I-5 Publishing reduced emphasis on some breeder-oriented publications and developed rescue and adoption-focused content, including Rescue Me and Rescue Proud.

  Outcome. The initiative became part of the company’s revised editorial direction, although the later divestitures and closure limited its long-term continuity.

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• 2020Cease business operationsOther

  Following extensive asset sales, Lumina Media no longer maintained its former publishing portfolio.

  What changed. The company was dissolved and stopped operating by February 2020.

  Aftermath. Subscribers received a closure letter, but the available account did not explain the specific reason for the shutdown.

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• 2017Execute broad portfolio divestituresStrategy

  Lumina’s publishing portfolio had become increasingly fragmented across pet, veterinary, equestrian, agricultural, and digital properties.

  What changed. Lumina sold Veterinary Practice News, Petcha, Reptiles, Horse Illustrated, Young Rider, Hobby Farms, Chickens, Dogster, and Catster to separate buyers.

  Aftermath. The sales substantially reduced the company’s operating portfolio before Lumina ceased business operations by February 2020.

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• 2016Sell the book divisionStrategy

  Lumina sought to focus its remaining operations while monetizing its substantial specialist book catalog.

  What changed. The company sold its book division to Fox Chapel Publishing, including hundreds of print and electronic titles.

  Aftermath. Fox Chapel created CompanionHouse Press as the imprint for the acquired list.

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• 2014Launch Dogster and Catster print magazinesProduct launch

  I-5 had acquired the Dogster and Catster digital properties and sought to extend their brands into print.

  What changed. The company launched alternating bimonthly print editions for Dogster and Catster and stopped publishing the separate Dog Fancy and Cat Fancy magazines.

  Aftermath. The move consolidated legacy dog and cat magazine brands around the newer digital properties.

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• 2013Acquire and restructure BowTie’s businessesM&A

  BowTie faced financial difficulty amid declining magazine readership and advertising proceeds.

  What changed. I-5 Publishing, founded by David Fry and Mark Harris, acquired BowTie’s businesses and reorganized the publishing portfolio.

  Aftermath. The restructured company shifted some editorial emphasis toward animal rescue and subsequently adopted the Lumina Media name.

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• 2020Lumina Media ceases operations

  By February 2020, Lumina Media had been dissolved and stopped operating. Subscribers received a closure letter that did not provide a detailed explanation.

  Bankruptcy
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• 2020Lumina Media ceases business operations

  The company had been dissolved and was no longer operating by February 2020. Subscribers reportedly received a letter without an explanation for the closure.

  Bankruptcy
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• 2017Lumina completes a series of publishing divestitures

  The company sold Veterinary Practice News, Petcha, Reptiles, Horse Illustrated, Young Rider, Hobby Farms, Chickens, Dogster, and Catster to different buyers.

  M&A
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• 2017Lumina Media divests several publishing properties

  The company sold Veterinary Practice News, Petcha, Reptiles, several horse and agricultural titles, and eventually Dogster and Catster to different buyers.

  M&A
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• 2016Lumina sells its book division to Fox Chapel Publishing

  Fox Chapel acquired hundreds of print and electronic titles and created the CompanionHouse Press imprint for the acquired book business.

  M&A
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• 2016Book division sold to Fox Chapel Publishing

  Fox Chapel acquired the company’s book division, including hundreds of print and electronic titles, and created the CompanionHouse Press imprint.

  M&A
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• 2014Dogster and Catster print editions launch

  I-5 introduced alternating bimonthly print magazines under the Dogster and Catster brands and ended the separate Dog Fancy and Cat Fancy print editions.

  Product launchProduct generation
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• 2014Lumina Media replaces Dog Fancy and Cat Fancy print editions with Dogster and Catster magazines

  The company shifted two major companion-animal magazine brands toward a combined digital-and-print model using the Dogster and Catster identities.

  Product generation
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• 2013I-5 Publishing acquires and restructures BowTie’s businesses

  I-5 Publishing, founded by David Fry and Mark Harris, acquired BowTie’s businesses after a period of financial difficulty and declining print advertising and readership.

  M&A
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• 2013BowTie businesses acquired and reorganized as I-5 Publishing

  After financial difficulties affecting the traditional magazine business, I-5 Publishing LLC acquired BowTie’s businesses and began restructuring the portfolio.

  M&A
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• 2013I-5 Publishing acquires Dogster and Catster websites

  The acquisition expanded the company’s digital presence in dog and cat information and created a basis for later print editions.

  M&A
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• 2004BowTie acquires Kennel Club Books

  The acquisition expanded BowTie’s dog-breed reference catalog by approximately 200 titles.

  M&A
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• 2004Fancy Publications acquires Kennel Club Books

  The acquisition added a substantial dog-breed publishing catalog and strengthened the company’s position in specialist pet books.

  M&A
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• 1998Fancy Publications sued over alleged magazine copyright infringement

  Fancy Publications brought a copyright-infringement action against Primedia concerning its Cats magazine.

  Lawsuit
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• 1993Fancy Publications publishes a broad specialist magazine portfolio

  The company’s portfolio included Aquarium Fish, Bird Talk, Cat Fancy, Dog Fancy, Horse Illustrated, Pet Product News, Reptiles, and Wild Bird.

  Other
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1. Lumina Media