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...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

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