August 17, 2001

Latino Publication Focused On Auto Industry

Detroit — The idea to deliver automotive content that appeals directly to the fastest-growing ethnic market in the U.S. has spurred the onset of Latinos On Wheels magazine. "This bilingual publication will highlight the interests of the Latino car buyers in an increasingly competitive automobile industry," says Andres Tobar, publisher and editor-in-chief, Latinos On Wheels, L.L.C. The premiere issue of Latinos On Wheels (LOW) will make its debut at the South Florida International Auto Show (Oct. 26 - Nov 4), Miami Fl.

"The three-fold mission of LOW is to simultaneously serve as a consumer magazine featuring auto-related lifestyle trends; a guide to the historical contributions of Latinos to the auto industry; and a guide to automotive products, personnel and related industries," Tobar said.

Tobar, currently based in Arlington, VA, most recently served as executive director and CEO of the National Association of Hispanic Publications (NAHP), a 200-member association representing a combined circulation of more than 10 million publications. Tobar entered into a joint partnership, with 51% interest, with On Wheels, Inc., having 49% interest, to create LOW. On Wheels, Inc. (OWI), publishes African Americans On Wheels (AAOW) magazine, the first publication to target ethnic minority car enthusiasts — LOW is the second.

At 35.3 million, the growing number of Latinos in the United States constitutes one of the largest ethnic buying groups in the marketplace. The alliance between Tobar, a Latino American and OWI, an African American-owned multicultural, multimedia automotive communications company, joins two powerful ethnic groups and creates a one-of-a-kind publication that will link the auto industry to Latino consumers.

"It's time to bring the economic power of Latinos to the forefront of the automotive industry," says Tobar. "LOW's editorial content will be informative, entertaining and authoritative."

LOW magazine will provide Latino car buyers and car enthusiasts with the latest and most relevant auto trends. The 20-page, four-color, quarterly with initial circulation of 500,000 will be distributed in the top 20 Latino markets in the United States.

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