The Press: Prosperity on Wheels

To most U.S. motorists, hot-rodders are a breed of nerveless nuisances who zip their noisy jalopies in & out of traffic with uncanny skill. But to two young Hollywood publicity men, Robert Lindsay, 27, and Robert ("Pete") Petersen, 24, hot-rodders seemed to be a custom-made target for a new magazine.

There was one hitch: neither Lindsay nor Petersen knew much about hot rods or publishing. By haunting Southern California race tracks, they learned the lingo, found that "herding a goat" meant driving an old racing car, that a "jug" was a carburetor, that a "featherfoot" had a light throttle touch. Then a...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!