Lowrider (magazine)

Low Rider is an American automobile magazine, focusing almost exclusively on the style known as a low-rider. It first appeared in 1977, produced out of San Jose, California, by a trio of San Jose State students. As of 2007, it is published out of Anaheim, California, and part of TEN: The Enthusiast Network (formerly Source Interlink Media).

Low Rider focuses on all aspects of lowrider culture, from cars to music and fashion. It also covers political and cultural issues related to Chicanos, and funds an annual scholarship program.^[2] The magazine has also released a series of music videos^[3] through their label, Thump Records.

Low Rider's monthly circulation is about 50,000,^[1] but the magazine sells more newsstand copies than any other U.S. car magazine — probably due in large part to the bikini-clad women featured on the cover every issue.^[2] (In 2000, the magazine's monthly circulation was more than 200,000.)^[2]

History

Low Rider was founded in the mid-1970s by San Jose State University students Larry Gonzalez, Sonny Madrid, and David Nunez, "who sought to present a voice for the Chicano community in the Bay Area."^[2] The first issue debuted in January 1977. Essentially self-distributed,^[4] the magazine struggled until the November 1979 issue, when it began pairing bikini-clad women with low-riders on the cover each issue.^[2] During this time, it also featured cartoonist David Gonzales' monthly comic strip The Adventures of Hollywood, which eventually morphed into the Homies line of toy figurines.^[4] Even so, after being taken over by its printer, Low Rider folded in December 1985.^[2]

The magazine was revived in June 1988 by original co-founder Larry Gonzalez along with brothers Alberto and Lonnie Lopez.^[2] They moved the magazine's headquarters to Fullerton, California^[2] and began featuring customized trucks on the cover.^[2]

As the magazine increased readership through the late 1980s and early 90s it spun-off other titles, established a merchandising division, and began sponsoring multi-annual lowrider shows which took place all over the Western U.S.^[2]

Lowrider Publishing Group was acquired in 1997 by automotive periodicals conglomerate McMullen Argus Publishing, which was itself acquired in 1999 by Primedia.^[2] In 2007, Low Rider was taken over by Source Interlink Media, now known as TEN: The Enthusiast Network.

Cover models

Women featured on the cover of Low Rider over the years include Alexis Amore, Jami Deadly, Staci Flood, Sunny Leone, Ashley Massaro, Nina Mercedez, Candice Michelle, Cherie Roberts, and Arban Severin.

Offshoots

• Low Rider Arte — quarterly magazine featuring the art of low-rider culture
• Low Rider Bicycle — established 1993, it is marketed to preteens and young teens who customize their bicycles
• Low Rider Euros — Volkswagen and Toyota low-riders; eventually merged into Low Rider Edge
• Lowrider Truck — lowrider pickups; eventually merged into Low Rider Edge
• Low Rider Japan — Tokyo-based Japanese-language version, published under license
• Low Rider Edge — "New Age Custom" low-rider cars, bikes, and trucks^[5]

References

External links

• Official website
• Lowrider Clothing — known for loose-fit handwoven flannel shirts
• Lowrider Arte
• Lowrider Bicycle
• Lowrider Edge