Diversified: A History of Media and Trade Show Evolution
From its humble beginnings in Maine radio to its current status as a global leader in B2B (business-to-business) events and publishing, the company now known as Diversified has undergone a remarkable transformation. Spanning over seven decades, its journey reflects the broader evolution of the media landscape, shifting from local broadcasting to international trade exhibitions.
The Foundations of Hildreth Broadcasting
The company's origins date back to 1949, when it was founded as Hildreth Broadcasting. The venture was led by Horace Hildreth, a multifaceted leader who served as the former governor of Maine, president of Bucknell University, and a future U.S. ambassador to Pakistan. Hildreth began by purchasing the Community Broadcasting Service, which owned WABI, the oldest radio station in Maine, located in Bangor.
Expansion into visual media followed quickly. In 1953, Hildreth launched WABI-TV, marking the arrival of the first television station in the state of Maine.
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Transition to Diversified Communications
The 1970s marked a strategic pivot for the organization. In 1970, Hildreth Broadcasting merged with Journal Publications, the owner of the National Fisherman publication and the FISH EXPO Boston event. This merger transformed the entity into Diversified Communications, signaling a move toward the publishing and trade show sectors.
During this era, the company explored various media ventures. In 1972, it established New England Cablevision, which remained part of the portfolio until its sale in 2000. The company also founded the Home Theater Network, though a majority stake was sold to Westinghouse Broadcasting in 1980.
Global Expansion and Industry Specialization
Throughout the 1980s, Diversified Communications focused heavily on the seafood and commercial marine industries. This specialization paved the way for international growth, beginning in 1993 with the launch of the European Seafood Exposition.
The turn of the millennium saw an aggressive acquisition strategy to solidify its global footprint:
- 2000: Acquired Australia Exhibition Services.
- 2002: Formed DBC Canada and acquired the UK-based Full Moon Communications.
- 2009: Entered the Asian market by acquiring Asia Business Events in Hong Kong and Infocast in India.
Additionally, the company co-produced Kosherfest, a specialized trade show for kosher-certified products, from 2004 until its conclusion in 2022.
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Broadcasting Challenges and Divestments
Despite its growth in trade shows, the company's broadcasting arm faced operational hurdles. On July 15, 2014, contracts between Diversified Communications and Dish Network expired. The dispute involved financial terms, customer service issues, and changes in viewership locations in Bangor, where some viewers were shifted to other CBS stations based on DMA (Designated Market Area) locations.
Following a period of slow negotiations, an agreement was reached on October 8, 2014, restoring the stations to the Dish Network platform. However, the company eventually moved away from television ownership. On February 16, 2017, it announced the sale of WABI-TV and WCJB-TV (Gainesville, Florida) to Gray Television for $85 million. The sale was finalized on May 1, 2017.
Modern Identity and the 75th Anniversary
In 2024, coinciding with its 75th anniversary, the company updated its branding to operate simply as Diversified. This rebranding included a new logo and visual identity, designed to honor the company's legacy while positioning it for future innovation and growth.
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Key Facts
- Founded: 1949 as Hildreth Broadcasting.
- Founder: Horace Hildreth.
- First TV Station: WABI-TV (Maine's first), launched in 1953.
- Major Pivot: Merged with Journal Publications in 1970 to enter trade shows and publishing.
- Global Reach: Expanded into Europe (1993), Australia (2000), Canada and UK (2002), and Asia (2009).
- Major Sale: Sold WABI-TV and WCJB-TV to Gray Television for $85 million in 2017.
- Current Brand: Rebranded as "Diversified" in 2024.
| Era/Year | Key Event | Outcome |
|---|---|---|
| 1949 | Purchase of Community Broadcasting Service | Founded as Hildreth Broadcasting |
| 1970 | Merger with Journal Publications | Became Diversified Communications |
| 1993-2009 | International Expansion | Entered Europe, Australia, Canada, UK, HK, and India |
| 2017 | Sale of TV Stations | WABI-TV and WCJB-TV sold for $85 million |
| 2024 | 75th Anniversary Rebrand | Operates as "Diversified" |
Frequently Asked Questions
Who founded the company and what was its original name?
The company was founded in 1949 by Horace Hildreth and was originally named Hildreth Broadcasting.
How did the company transition from broadcasting to trade shows?
In 1970, Hildreth Broadcasting merged with Journal Publications, the owner of National Fisherman and FISH EXPO Boston, which led to the creation of Diversified Communications.
Which international markets did Diversified enter?
Diversified expanded into Europe via the European Seafood Exposition (1993), Australia (2000), Canada and the UK (2002), and later Hong Kong and India (2009).
What caused the 2014 dispute with Dish Network?
The dispute was caused by expired contracts, disagreements over financial terms, customer service issues, and changes in viewership locations (DMA) in the Bangor area.
When did the company stop owning television stations?
The company exited the TV market on May 1, 2017, after selling WABI-TV and WCJB-TV to Gray Television for $85 million.
What is the current name of the company?
As of 2024, the company has rebranded and operates under the official doing business name "Diversified."