Outcast's New Media Network to Reach 68 Million Viewers

Outcast Media, a digital-media company based in Santa Monica, announced Monday that it has merged with PumpTop TV, which is shown at gas stations; and Health Club Media Network, the health-club industry's biggest ad company.

The combined media network will have an audience of 68 million consumers each month, as it will reach more than 5,000 gas stations and 4,000 health clubs across the country. PumpTopTV is shown on 11,000 displays at gas stations, while HCMN is viewed on TV screens and static displays in health clubs.

The new company will be run by Outcast, as two separate channels. The network will carry extra financial weight thanks to a new equity capital investment by Parthenon Capital Partners, which already invests in HCMN. Outcast has established bank financing through Silicon Valley Bank, which is based in Sherman Oaks.

"The combination of these great networks will create a true industry leader in the digital out-of-home market,” said Jon Grad, who is a partner at Parthenon.

"Advertisers must rethink the ways to reach and influence active consumers who lead busy and distracted lives," said Nathan Gill, who is the chief revenue officer of Outcast and the new management team. “Our consolidated network provides a national footprint for advertisers."

“This consolidation represents the natural extension of both companies’ strategy to build a network dedicated to reaching the active, on-the-go consumer, at a point of influence,” said Matthew Stoudt, the management team's chief executive officer.