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Article: Smooth ride: Dub Media Services isn't just a magazine company--it produces auto shows, retails toy cars and licenses its name to Chrysler.(This Week: VERSATILITY)
- Article from:
- Los Angeles Business Journal
- Article date:
- June 8, 2009
- Author:
CopyrightCOPYRIGHT 2009 CBJ, L.P. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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[ILLUSTRATION OMITTED]
ONE day, Myles Kovacs was looking at Lowrider, a magazine that caters to Latino car enthusiasts. He noticed that there were many ads for chrome wheel rims.
That was bizarre, he thought to himself, because low-rider car guys like wire rims. And so the photos that went with the articles in the magazine showed wire rims.
But chrome rims are the wheel of choice for tricking out luxury cars. So Kovacs got some partners and launched Dub magazine--to appeal to the chrome wheel crowd--with a $20,000 loan. That was l0 years ago.
The monthly now has a circulation of 100,000, and it's filled with ads for chrome rims--with ...