Magazines: Rich on Wheels

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...

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