Who We Are

One of the world’s largest enthusiast media companies, Active Interest Media (aimmedia.com) produces leading consumer and trade events, websites, magazines, and films and TV shows that reach millions of readers, fans, and attendees in 85 countries. AIM powers the second-richest equestrian competition in the world, the World Series of Team Roping. Our brands include Anglers Journal, Popular Woodwoorking, Yachts International, Sail, Power & Motoryacht, Team Roping Journal, Practical Horseman, EQUUS, Writer’s Digest, Horse & Rider, Log Home Living, Old House Journal, Cabin Living, Woodsmith, Garden Gate, and more. The company’s three divisions—the Equine Network, Home Arts Group, and Marine Group —also operate thriving B2B platforms, online universities, and retail events. Core competencies include lead generation (through our Qualified Buyer Program), marketing services (through our in-house agency, Catapult Creative Labs), and video production. Active Interest Media’s customers are smart, engaged, and loyal, and they look to our brands for trustworthy information and services that will inspire and enable them to enjoy their passions.

Andrew W. Clurman – President & CEO

Prior to starting AIM with Chairman Efrem (Skip) Zimbalist in 2003, Clurman was Senior Vice President of Time4Media, a division of Time Warner/AOL, serving as President and Publisher of Mountain Sports Media, the world’s leading winter sports media company, which included SKI, Skiing, Freeze, Skiing Trade News Magazines, Warren Miller Films & Entertainment, and Mountain Sports Press, as well as TransWorld Publications, which included Transworld Skateboarding, Snowboarding, Motocross, Surf, BMX, and Ride Magazines. Under his leadership, these two divisions grew to comprise fifteen consumer and trade magazines, an award-winning film and television production unit, and category-leading Internet, book, video/DVD publishing, and event marketing businesses.

Clurman’s career in publishing began at The Vineyard Gazette newspaper. He later joined Ziff Davis where he was a sales representative, regional sales manager, marketing director and, finally, publisher of SKI and Skiing Magazines. He is a graduate of Rutgers College and holds an MBA from the University of Colorado.

He serves as Chairman of the Board of the Independent Magazine Publishers of America, a board member of Yankee Publishing, and is a University of Colorado Leeds School of Business Mentor. Clurman lives in Boulder, Colorado, with his wife, Claire, and three children.

Brian Sellstrom – EVP & CFO

Brian Sellstrom joined Active Interest Media as Senior Vice President/Chief Financial Officer in August, 2005, bringing with him 35 years of experience in the publishing industry. Sellstrom was directly responsible for the company’s financial/accounting, treasury, banking/finance, human resources and IT functions. In addition, Sellstrom was also responsible for the coordination of the Company’s Strategic Planning and Budgeting processes. Prior to joining Active Interest Media, Sellstrom was CEO of DC Shoes, a $170 million skateboard shoe company. He guided the sale of the company to Quiksilver. Sellstrom also served in several management capacities for the Times Mirror Company; as CEO of AchieveGlobal, a $200 million global training company plus as CEO of The Skiing Company and TransWorld Media, the leading media companies in the winter sports and action sports industries. Sellstrom joined the company when he and his partners sold TransWorld Media to Times Mirror Company. Sellstrom returned to Active Interest Media as Executive Vice President/CFO after three years of retirement in June 2020.

JoAnn Thomas – Vice President of People & Places

With more than a decade at the heart of AIM’s growth, JoAnn knows the company’s vision and people better than anyone. A certified SPHR, she drives all aspects of talent development, from recruitment and retention to training and team-building. She’s innovated a number of human resources efforts at AIM, including leadership coaching, communication training, and one-on-one mentoring. In addition, JoAnn oversees our facilities team and property management.

Patricia B. Fox – Executive Vice President of Operations

Pat is an executive with more than 40 years’ experience in all aspects of publishing: strategic planning and budgeting, evaluation and integration of acquisitions, financial analysis, contract negotiation, circulation marketing, newsstand sales, social media and web development. Pat retired at the end of 2017 as Executive Vice President of Operations of Active Interest Media (AIM) and then rejoined AIM in early 2020 in the same role. During her years at AIM, the company grew from 5 to 50 publications and related consumer shows, dozens of web sites, extensive video production, marketing services, and online education. Pat joined AIM in 2003 at its conception as Vice President of Circulation. In 2007, she added on responsibility as General Manager of Active Interest Media’s Healthy Living Group, including Yoga Journal, Vegetarian Times, Better Nutrition, Clean Eating, and Healthy Living Custom Publishing. In 2013 she was promoted to Executive Vice President of Operations, and Director of Audience Development. She worked on dozens of acquisitions during those years. Before joining AIM, she was Vice President of Operations for Sabot Publications. She joined AIM at the time of Sabot’s acquisition. Ms. Fox is the former founder, President and CEO of Caribbean Travel and Life, Inc.