Magazines: Rich on Wheels

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The commandant of Los Angeles' Black-Foxe Military Institute wanted to remind his cadets to study during Christmas vacation, and he knew just how to contact them: he took an ad in Hot Rod magazine. More than 80% of the student body read the message. Whether they turned back to their schoolbooks is another question. After all, Hot Rod is something of a technical journal; reading it requires quite a bit of a guy's time. And because so many readers are anxious to give it their time, Robert Petersen has cannily capitalized on the pattern of its success. He has brought out nearly a dozen similar magazines and has become a millionaire ten times over. At 39, he is the sole owner of one of the largest U.S. publishing companies west of the Rockies.

Hot Rod is the key to Petersen's empire. He began when the first issue sold out all 10,000 copies at hot-rod rallies and drag strips 18 years ago, and today the magazine is still the most profitable entry in a bulging portfolio that boasts ten magazines and numerous other enterprises. His book division's products vary from the California Angels Yearbook (50¢) to the handsomely bound Mr. Rifleman ($12.50), and last month he announced plans to publish automotive and hobby paperbacks with the New American Library. His film production company has an hour color special, "The Wonderful World of Wheels," scheduled for September airing on CBS. He is a large stockholder in the Riverside, Calif., International Raceway; he is part owner of a 470,000-acre cattle ranch near Yosemite National Park; and his company's real estate division owns more than 250,000 sq. ft. along Hollywood Boulevard.

Not So Pulpy. Pete Petersen, in short, is up to his seat belt in money. But he has not forgotten that it was his magazines that elevated him from his lowly 1947 status as an unemployed Hollywood publicity agent. His publications still reflect his basic tenet. They are aimed at the active "hobby enthusiast." Their information is reliable, their illustrations are informative, and above all, they speak their aficionados' lingo. Hot Rod (monthly circ. 770,000), for example, is for the flat-out pro. "If you don't know a hemi from a zoomie, you're not ready for Hot Rod," says Managing Editor Don Evans.

So many readers do know the difference that Hot Rod has the distinction of being the most dog-eared magazine in the U.S. More than twelve car buffs pore over each copy, reports W. R. Simmons research company, which conducts readership studies for magazine publishers. Petersen's Motor Trend (monthly circ. 500,000) is not far behind, with 9.02 readers per copy. A sort of high-power consumer magazine, it "is for the average fellow with an above-average interest in autos," says Petersen. Car Craft, Rod & Custom, and Sports Car Graphic cover the other auto buffs Petersen could think of.