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  • Never Been Better! - The Garage

Never Been Better! - The Garage

Readership

Bob Carpenter
Jan 21, 2014
Photographers: Bob Carpenter
The predictions that print magazines would be dead soon have been proven wrong -- very wrong -- just like the invention of radio didn’t kill books, the invention of television didn’t kill radio, and the invention of the Internet didn’t kill television. Each medium has its place, and it’s up to the content providers to remain relevant in a changing media world.
I’ve often pointed out how the impact of seeing a truck feature in a national publication is a profound thing for the truck owner. That same truck can be all over the Internet, on Facebook, shared on forums, loved on wesites…but when it’s in a magazine is when people think the truck has made it.
But it’s more than just the impression that a print magazine makesit’s the reality. And I’m here to talk about the reality of magazine sales. I was recently given some statistics that show the growth in the truck magazines our company (Source Interlink Media) produces, and it’s eye opening. We have about 10 truck magazines at Source Interlink Media, and since 2011 we’ve grown 16 percent. We have a total truck audience of 33 million people. Our websites attract 8 million visitors a month, 15 million video views, and a radically fast-growing group of Facebook fans. The company overall (we have lots and lots of magazines, from Motor Trend to Bound By Ink) has seen magazine growth of about 18 percent from 2012 to 2013, with more than 64 million readers.
Photo 2/3   |   Readers like Sean Griess (seen posing with his ’98 Dodge 2500 12-valve Cummins with a five-speed) are very eager to share their trucks with the readers of 8-Lug magazine.
Facebook is obviously the current chosen place for people to share their passions and learn about new things. We’ve done a remarkable job of expanding our reach via Facebook. Just a couple of months ago, I was marveling at how the 8-Lug Facebook page was nearing 20,000 likes. It seemed like a milestone. Then, our social media team put the pedal to the metal, and we have been experiencing unprecedented growth. As I write this, the page has more than 300,000 likes on it! We’re talking about a matter of weeks. That kind of growth is hard to imagine, but it’s real. And a lot of these new people were not aware the print version of 8-Lug existed…so we’re gaining new readers as we spread the word along the Internet.
What we’re doing is creating an integrated content force. Our company has developed apps, has YouTube channels, puts on shows, and has created supersites like hotrod.com.
Yes, magazines are alive and well. In fact, it’s NEVER BEEN BETTER!
Photo 3/3   |   James McGuire, an 18-year-old from Flagstaff, Arizona, built this ’85 Chevy Suburban 454 after his grandfather gave it to him. He plans to continue in a prerunner theme. This was another Facebook post that went viral, with thousands of people liking the photo and hundreds sharing it.
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