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2012

MEDIAGUIDE MOTODIVISION


Thank you for your interest in Hi-Torque Publication’s 2012 Motorcycle Media Kit. Hi-Torque Publications is your comprehensive motorcycle industry source for marketing to enthusiasts of all powersports disciplines, as our experience in the motorcycle industry is second to none. It’s no secret the core motocross enthusiast lives by the powerful word of Motocross Action magazine. Motocross Action can instantly build a brand! And if your business targets the lifestyle of the off-road rider, Dirt Bike magazine covers every category brilliantly with great imagery and inside information that only our seasoned staff can provide. Our readers are buyers, and both magazines deliver to you the finest monthly moto consumers in the industry. If you are targeting the ATV market, Dirt Wheels magazine is the industry leader in newsstand sales worldwide and covers every possible category in the ATV market, and has been for the past 20 years. If your business caters to both ATV and the rapidly growing UTV market, check out ATV/UTV Action magazine. It delivers engaging content to the core of the sport and is one of the best buys in the industry. For those of you that are considering our titles for the first time or are new to the motorcycle industry, Hi-Torque has been publishing industry-centered demographic studies for years. These surveys are direct responses from powersports enthusiasts who have been surveyed on their current product ownership and, more importantly, on their planned purchasing choices. The surveys are conducted every year and are a tremendous indicator of today’s quickchanging trends in the marketplace. They are the longest-running and most respected surveys in the industry, and each year we are honored to see our survey results quoted by the most powerful companies in the world. Hi-Torque Publications is the largest privately owned publishing company on the West Coast and has been publishing the finest titles in the motorcycle industry for over four decades. Hi-Torque’s dedication to the sport, field and industry is demonstrated daily by our passion in providing our readers and advertisers with the highest-quality print, online and—new for 2012—video platform currently found in the industry. If you are serious about growing your brand and have yet to speak with our editorial staff or our advertising team, I urge you to reach out and make us your next call. We live your sport and thrive on your ideas. For over 40 years, our goal has never changed: It’s to help you reach yours! Sincerely,

Robb A. Mesecher Advertising Director Hi-Torque Publications, Inc

CONTENTS

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22

Website Advertising

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24

DIgital Issues & Mechanical Requirements

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26

Free Editoral Guide

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28

Contact Advertising Rep


DIRT BIKE MAGAZINE

QUICK FACTS ★ ★ ★ ★

Total readership of over 240,000 40.8% of Dirt Bike readers own three or more dirt bikes 45.6% plan to buy a new dirt bike this year 68% have purchased products from ads in Dirt Bike

Dirt Bike magazine is the premier publication for the dirt enthusiast. Because the book covers the gamut of the sport from woods racing, motocross, closed-course off-road and, of course, the blossoming dual-sport world, our readers aren’t shoehorned into a track-only publication. For 40 years, Dirt Bike magazine has offered high-end race tests, long-term evaluations, large 4 www.dirtbikemagazine.com

sections of hop-ups and technical features, and stayed ahead of the trends to keep our readers informed. Dirt Bike is sought after by the riders in the off-road world and by the companies that support it. If you have a product or service for moto, off-road, enduro, desert, dual-sport or hare scrambles, Dirt Bike remains your number one and most cost-effective choice.


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How often do you buy Dirt Bike magazine? 1-4 issues...............................8.7%.....12.5% 5-8 issues...............................6.3%.....13.2% 9-12 issues...........................12.1%.....13.9% Subscribe .............................72.9%.....45.2% I just read the website............0.0%.....15.2%

Honda......................................18%.......8.9% Husaberg................................0.9%.......1.1% Husqvarna..............................3.6%.......3.4% Kawasaki................................8.1%.......6.1% KTM......................................30.6%.....44.7% Suzuki.....................................4.5%.......7.8% TM ..........................................2.7%.......0.0% Yamaha ................................25.2%.....16.2% Other.......................................1.8%.......6.7%

Thumper Racing ....................0.0%.......8.2% Two Brothers ..........................2.1%.......1.6% Vance & Hines........................0.0%.......8.2% Yoshimura ..............................2.8%.......2.7% Stock/OEM...........................23.6%.....22.5% Other ....................................11.8%.....13.2%

Grips purchased? 909 ............................................N/A.......1.2% Azonic.....................................0.0%.......0.4% ODI .........................................1.0%.......2.8% O'Neal ....................................2.4%.......0.8% Oury........................................4.4%.......0.8% AME ..........................................N/A.......0.8% Renthal .................................21.8%.....29.7% Scott.....................................22.3%.....13.3% Sunline....................................1.5%.......0.0% SixSixOne...............................0.5%.......0.0% Pro-Grip................................12.1%.....10.4% Pro Taper..............................18.9%.....25.3% Smith ......................................0.5%.......0.8% Tag ............................................N/A.......2.8% Stock/OEM ...............................N/A.......5.2% Other ....................................14.6%.......5.6%

BIKE PROFILE

How many people besides yourself look through your copy of Dirt Bike? 1 ................................................N/A.....24.5% 2 ................................................N/A........27% 3 ................................................N/A.....13.7% 4 ................................................N/A.......5.9% 5+ ..............................................N/A.......8.3% None .........................................N/A.....20.6% Do you own a dirt/motocross bike? Yes........................................95.6%.....94.1% How many bikes do you own? 1............................................28.4% 2............................................30.8% 3............................................18.4% 4+ .........................................22.4% What brand is your newest bike? Aprilia......................................0.0%.......0.4% Beta ........................................1.5%.......0.0% BMW ......................................0.0%.......0.4% Gas Gas .................................0.5%.......2.2% Honda...................................21.3%.....21.9% Husaberg................................0.0%.......1.9% Husqvarna..............................1.5%.......2.6% Kawasaki..............................12.9%.....10.8% KTM......................................28.7%.....30.9% Suzuki.....................................7.4%.......7.4% TM ..........................................0.5%.......0.0% Yamaha ................................23.3%.....20.4% Other.......................................2.5%.......1.1% What size is it? 50-60cc ..................................3.4%.......0.4% 80-85cc ..................................3.8%.......4.5% 125cc....................................10.1%.......7.3% 200-220cc ..............................7.2%.......0.0% 250cc....................................25.0%.....34.7% 300-380cc............................13.9%.......0.0% 400-490cc............................26.9%.....26.5% 500-520cc ..............................4.8%.......5.7% 600cc+ ...................................4.8%.....20.8% What year is it? 2011........................................7.3% 2010........................................5.3% 2009 .....................................15.5% 2008 .....................................16.5% 2007 .....................................10.7% 2006........................................8.3% 2005........................................9.2% 2004........................................5.3% 2003 or earlier ......................21.8% What type of engine? 2-stroke ................................38.4% 4-stroke .......................61.6%0.0% What type is it? Motocross ............................39.7%.....43.8% Enduro..................................39.3%.......0.0% Off Road--Racing...................0.0%.....28.1% Off Road--Trail........................0.0%.....15.4% Dual Sport ............................12.1%.....10.9% Supermoto .............................0.5%.......0.0% Trials .......................................0.0%.......0.7% Other.......................................8.4%.......1.1% Which of these factors influenced you most when you bought your dirt bike? Mag test results ...................23.0%.....34.9% Factory cont. program ...........1.9%.......2.2% Message boards ....................0.0%.......7.1% Local Dealer support .............9.7%........16% Previous brand exp..............36.4%.....37.2% Price .......................................6.3%........26% Website...................................0.0%.......4.5% Friend's recommend............12.3%.....15.2% Showroom avail .....................1.5%.......4.5% Factory race results ...............2.2%.......5.9% Parent's recommend .............4.1%.......4.8% Dealership recommend .........2.6%.......4.5% Other.......................................0.0%.....12.3% Do you own a dirt bike? Yes........................................30.9%.....25.4% No.........................................69.1%.....74.6% Do you plan to buy a dirt bike? Yes........................................19.7% No ........................................80.3% Do you plan to buy a new bike in the next 12 months? Yes........................................45.6%.....36.8% No.........................................54.4%.....36.5% Maybe ....................................0.0%...26.70% What brand do you plan to buy? Beta ........................................2.7%.......0.0% Gas Gas .................................1.8%..........5%

What size will it be? 0-60cc ....................................0.9%.......0.6% 80-85cc ..................................3.8%.....0.00% 125cc......................................9.4%.......5.6% 200-220cc ..............................3.8%.......1.7% 250cc....................................31.1%.....32.7% 300-380cc ...............................16%.....18.9% 400-490cc............................21.7%.....24.4% 500-520cc ..............................6.6%.......6.7% 600cc+ ...................................6.6%.......3.3% Other (please specify) ............0.0%.......6.1% What year will it be? Brand new...............................48% Used .....................................29.4% Not sure................................22.5% What type of engine? 2-stroke ................................44.4%.....39.5% 4-stroke ................................55.6%.....55.4% Not sure..................................0.0%.......5.1% What type will it be? Motocross ............................39.8%.....34.4% Enduro..................................35.9%.......0.0% Off Road--Race......................0.0%.....32.2% Off Road--Trail........................0.0%.....18.3% Dual sport.............................14.1%.....11.1% Other ....................................10.2%.......1.7% Trials .......................................0.0%.......2.2% Do you influence your friends on what bike they should buy? Yes........................................74.5% No.........................................25.5% PARTS AND ACCESSORIES What is your main source of information for purchasing parts and accessories? Dirtbikemagazine.com.........21.9%.......9.7% Mail order from DB.................3.4%.......0.0% Ads in DB .............................44.5%........14% Bike shop ...............................0.0%.......8.5% Editorial in DB ......................30.1%........19% Friends.....................................13%.......5.4% Catalogs ...............................24.7%.....10.1% Other mags ............................4.8%.......1.9% At competitions.......................11%.......0.0% Bike shop .............................28.1%.......8.5% Other websites.......................0.0%.....18.6% Other ....................................21.2%.......0.0% Where do you purchase the majority of your replacement parts, hop-up parts and accessories? Mail order .............................16.4%.......6.9% Local dealer..........................35.3%.....29.4% Local accessories store.......15.1%.....13.7% On the Internet .....................33.2%.....46.9% Catalog...................................0.0%.......3.1% Have you ever purchased products from ads in Dirt Bike? Yes...........................................68%.....67.3% No............................................32%.....32.7% Does your motorcycle dealer generally stock the products you want to buy Yes........................................53.2%.....39.2% No.........................................46.8%.....60.8% How much do you spend on replacement parts, hop-up parts and accessories for your bike each month? $500+ .....................................6.4%.......6.8% $400-$499..............................2.9%..........8% $300-$399..............................4.4%..........8% $200-$299............................10.3%.....12.5% $100-$199............................33.3%.....33.5% Less than $100 ....................42.6%.....39.2% Exhaust pipe purchased for your 2-stroke bike? DG ..........................................0.7%.......0.0% FMF ......................................53.9%.....56.9% Pro Circuit ............................17.0%.....19.7% Stock/OEM...........................17.7%........17% Other ....................................10.6%.......6.4% Exhaust pipe purchased for your 4-stroke bike? Akrapovic ...............................2.1%.......3.8% Arrow ......................................0.7%.......0.0% Big Gun ..................................0.0%.......0.5% CHM .......................................0.7%.......0.0% DEP ........................................0.0%.......0.5% Dr.D.........................................2.8%.......4.4% FMF ......................................38.9%.....36.8% HMF........................................0.7%.......0.0% Leo Vince................................0.7%.......3.8% Pro Circuit ............................11.8%.......8.2% SuperTrapp ............................1.4%.......1.6%

Silencer purchased? Arrow ......................................0.6%.....0.40% Big Gun ..................................2.8% .........N/A CHM .......................................0.6% .........N/A DG.............................................N/A.......0.4% Dr. D........................................1.7%..........3% FMF ......................................43.3%.....56.3% Leo Vince................................0.6%.......3.9% MSR........................................1.1% .........N/A Pro Circuit ............................16.9%.....13.9% SuperTrapp ............................0.6%.......0.4% Thumper Racing ....................1.1% .........N/A Two Brothers ..........................2.2%.......0.4% Yoshimura ..............................1.1% .........N/A Stock/OEM...........................18.0%.....11.7% Other.......................................9.6%.......9.5% Handlebar purchased? Acerbis ...................................0.5% .........N/A Answer ...................................2.1%.......1.3% Fasst.......................................3.2%.......4.2% Moose ....................................3.7%.......2.1% O'Neal ....................................1.6%.......0.8% Pro Sport...................................N/A.......0.4% Pro Taper..............................34.9%........35% Renthal .................................34.9%.....35.4% Sunline....................................0.5%.......0.8% Tag..........................................3.2%.......1.7% Tusk ........................................1.1%.......1.7% Universal ...................................N/A.......0.4% Other ....................................14.3%..........5% Stock/OEM ...............................N/A.....11.3% Sprocket purchased? Answer ...................................0.0%.......0.4% AFAM......................................1.1%.......0.8% FMF/Cobalt...............................N/A.......1.2% JT............................................1.1%.........5.% Magnum .................................0.0% .........N/A Moose ....................................6.5%.......1.2% P.B.I. ..........................................N/A.......0.4% Primary Drive..........................5.4%.......7.9% Renthal .................................22.0%.....35.5% SideWinder.............................5.4%.......2.5% Ironman.....................................N/A.......6.2% Sunline....................................7.5%.......3.3% Supersprox.............................8.6% .........N/A Sprocket Specialists ..............1.1%.......1.7% Sunstar ..................................6.5%..........5% Tag..........................................3.8%.......2.9% Talon .......................................0.0%.......2.1% Vortex .....................................2.2%.......2.1% Stock/OEM...........................17.2%.....11.2% Other ....................................11.8%.....10.7% Chain purchased? AFAM......................................0.0%.......0.4% D.I.D......................................29.8%.....31.3% EK ...........................................1.1%.......2.1% KMC .......................................1.1%.......0.8% Krause/SideWinder................3.2%.......2.1% Moose ....................................2.1% .........N/A Primary Drive..........................5.3%.......8.3% Regina ....................................5.9%.......6.7% Renthal .................................15.4%.....14.6% RK.........................................10.1%.....17.9% Sunline....................................1.6%.......0.8% Tsubaki ...................................1.1%.......0.8% Stock/OEM...........................14.4%.......9.6% Other..........................................9%.......4.6% Levers purchased? Applied ...................................1.1%.......0.4% ARC/Sunline...........................8.6%.......8.7% ASV..........................................16%.....16.5% Flanders..................................0.0%.......0.4% Longhorn................................1.1%.......0.9% Magura ...................................3.2%.......1.3% Motion Pro..............................5.9%.......3.9% MSR........................................7.5%.......7.4% Pro Circuit ..............................4.3% .........N/A Renthal......................................N/A.......2.2% Work Connection ...................1.6%.......5.6% Stock/OEM...........................42.8%.....45.5% Other..........................................8%.......7.4% Triple clamp purchased? Applied Racing.......................6.7%.......5.6% BRP ........................................3.3%.......3.6% Longhorn................................1.3%.......0.0% Pro Circuit ..............................6.0%.......6.2% Renthal ...................................3.3% RG3 ........................................4.0%.......5.1% Ride Engineering....................0.7%..........1% Scott .......................................3.3%.......2.1% Sunline....................................0.0%.......0.5% Tag..........................................1.3%.......1.5% Tru Tech.....................................N/A..........1% Universal.................................0.7%.......3.6% Stock/OEM..............................56%.....58.5% Other ....................................13.3%.....11.3%

- Online survey results are displayed in the gray column -

Air filter purchased? DT1 .........................................0.0%.......0.4% FMF...........................................N/A.......0.9% Filtron......................................0.0%.......0.0% K&N ......................................17.0%.......4.7% Moose ....................................3.9%.......0.9% PC Racing .............................1.5%.......0.0% Pro Filter .................................2.4% .........N/A Twin-Air ................................42.7% .........N/A Uni-Filter...............................10.2% .........N/A Stock/OEM...........................13.1% .........N/A Other.......................................9.2% .........N/A What brand of replacement front tire do you use most often? Bridgestone..........................10.5%.....17.5% Cheng Shin ............................0.0%.......0.8% Dunlop....................................33.%.....32.3% Duro........................................0.0%.......0.4% IRC..........................................0.5%.......0.8% Kenda .....................................6.7%.......8.4% Maxxis ..................................16.7%.....14.3% Metzeler..................................5.3%.......2.4% Michelin ................................12.4%.....14.3% Pirelli .......................................8.1%.......7.2% Trelleborg................................0.0%.......0.0% Other.......................................6.7%.......1.6% What brand of replacement rear tire do you buy most often? Bridgestone..........................11.0%.....15.0% Cheng Shin ............................0.5%.......1.6% Dunlop..................................30.6%.....29.1% Duro........................................0.0%.......0.4% IRC..........................................2.4%.......0.8% Kenda .....................................4.8%.......7.9% Maxxis ..................................18.2%.....21.3% Metzeler..................................5.7%.......2.0% Michelin ................................10.5%.....13.4% Pirelli .....................................10.5%.......7.1% Other.......................................5.7%.......1.6% How many tires do you purchase a year? 13+ .........................................3.0%.......0.4% 9-12 ........................................3.7%.......1.6% 5-8 ........................................30.6%.......7.5% 2-4 ........................................62.7%.....20.4% Less than 2..........................53.7%.....70.2% Brake pads purchased? Braking ...................................4.6%.......2.9% DP/Dunlop..............................5.1%.......3.3% EBC ......................................35.4%.....44.0% EPI.............................................N/A.......0.4% Ferodo ....................................0.5%.......0.4% Galfer......................................2.6%.......1.2% Magnum .................................1.0% .........N/A Moose ....................................1.5%.......2.1% Moto Master...........................0.0%.......0.8% MSR........................................0.5%.......0.8% Renthal......................................N/A.......3.7% SBS ........................................1.0%.......1.2% Tusk ........................................4.6%.......5.4% Vesrah.....................................0.5%.......0.4% Stock/OEM...........................36.4%.....28.6% Other.......................................6.2%.......4.6% What brand of 2-stroke oil do you use? Amsoil...................................15.4%.....11.1% Bel-Ray...................................7.1%.....11.6% CCI .........................................0.6%.......0.0% Castrol ....................................6.4%.......4.8% HP-2 .......................................0.6%.......4.2% Klotz .......................................4.5%.......3.7% Maxima.................................19.9%.....12.7% Motorex ..................................4.5%.....12.7% Motul ......................................3.2%.......9.0% PJ1 .........................................1.3%.......0.5% Redline ...................................1.9%.......2.1% Silkolene.................................0.6%.......2.6% Spectro...................................8.3%.......9.5% Torco.......................................0.6%.......0.0% Yamalube .............................13.5%.....10.1% Other ....................................11.5%.......5.3% What brand of 4-stroke oil do you use? Amsoil...................................10.1%.......7.8% Bel-Ray...................................6.1%.......5.9% Castrol ....................................7.6%.....10.3% Hondaline .............................14.1%.......9.3% Kawasaki................................2.0%.......1.0% Klotz .......................................0.5%.......0.5% Maxima...................................6.6%.......8.8% Mobil 1....................................3.5%.......7.4% Motorex ..................................9.1%.......8.8% Motul ......................................1.5%.......8.8% www.dirtbikemagazine.com 5


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Pennzoil..................................1.5%.......0.0% PJ1 .........................................1.0%.......0.5% Quaker State ..........................0.0%.......1.0% Redline ...................................1.0%.......2.0% Silkolene.................................3.0%.......0.5% Spectro...................................4.0%.......4.4% Torco.......................................0.5%.......0.0% Valvoline .................................5.1%.......3.4% Yamalube .............................13.1%.......7.8% Other.......................................9.6%.....11.8%

Have you ever purchased riding gear from ads in Dirt Bike? Yes........................................44.9%.....44.8% No.........................................55.1%.....55.2%

What brand of gearbox oil do you use? Bel-Ray.................................12.9%.....15.2% Castrol ....................................8.9%.......6.5% HP-2 .......................................6.4%.......6.5% Maxima.................................10.4%.....14.3% Motorex ................................11.4%.......8.7% Motul ......................................3.0%.....11.3% Pennzoil..................................1.0%.......0.9% PJ1 .........................................2.5%.......0.0% Redline ...................................2.0%.......3.0% Silkolene.................................3.0%.......1.3% Spectro...................................4.5%.......5.7% Torco.......................................1.0%.......0.0% Yamalube .............................10.9%.......7.0% Other ....................................22.3%.....17.8%

How much do you spend on riding gear and apparel during the year? $1500+ ...................................1.9%.......2.4% $1000-$1499..........................3.8%.......8.0% $800-$999..............................2.8%.......5.2% $600-$799..............................6.1%.......9.2% $400-$699............................16.0%.....18.0% $250-$399............................19.3%.....23.6% $100-$249............................30.2%.....23.2% Less then $100 ....................19.8%.....10.4%

Berik .......................................0.8%.......0.4% Diadora...................................0.4%.......0.0% Fly ...........................................3.4%.......2.8% Fox........................................12.2%.....11.7% Gaerne..................................12.2%.....12.9% Hi-Point ..................................1.7%.......1.2% MSR........................................2.5%.......1.6% Ocelot.....................................0.8%.......1.2% O'Neal ....................................5.5%.......4.0% SixSixOne...............................0.8%.......1.2% Sidi..........................................6.7%.....11.7% TCX.........................................0.8%.......2.4% Thor ........................................6.3%.......5.2% Other.......................................4.6%.......4.0% None.......................................5.5% .........N/A

Does your motorcycle dealer stock the riding gear you want to buy? Yes........................................55.0%.....35.1% No.........................................45.0%.....64.9%

Bike graphics purchased? Attack .....................................3.8% .........N/A De-Cal Works.......................10.8%.......8.6% Factory Effex ........................16.7%.....17.6% FMF ........................................4.3%.......1.0% N-Style ...................................4.3%.....11.4% One.........................................7.5%.......6.2% Pro-Circuit ..............................2.7%.......1.0% Pro's Choice...........................0.5%.......0.0% Ten ..........................................0.5%.......0.5% Throttle Jockey ......................0.5%.......0.5% Stock/OEM...........................28.5%.....31.9% Other ....................................20.4%.....21.4%

What brand of helmet do you own? AGV ........................................0.7%.......0.8% Arc ..........................................0.0%.......0.4% Answer ...................................1.1%.......0.8% Arai .........................................7.0%.......9.2% AXO ........................................0.7%.......0.4% Bell........................................11.0%.....12.4% Bieffe ......................................0.0%.......0.4% Fly ...........................................7.0%.......6.4% Fox........................................15.1%.....12.7% HJC ......................................16.9%.....13.5% KBC ........................................1.8%.......1.6% Klim.........................................1.1%.......0.4% M2R........................................1.5%.......0.8% MSR........................................2.9%.......1.6% Ocelot.....................................0.0%.......0.0% O'Neal ....................................2.6%.......1.6% One Industries........................1.8%.......3.2% Shark ......................................0.7%.......0.0% Shoei ......................................8.1%.....11.6% SixSixOne...............................0.7%.......0.4% Scott..........................................N/A.......0.8% Suomy ....................................0.7%.......0.4% Thor ........................................5.5%.......6.8% Troy Lee..................................4.0%.......4.4% Vemar .....................................0.0%.......0.4% Winnex ...................................0.0%.......0.0% Xtreme ....................................0.4%.......1.2% Other.......................................8.1%.......8.0% None.......................................0.4% .........N/A

Reeds purchased? Boyesen ...............................33.6%.....31.1% Carbon Tech...........................1.5%.......1.8% Moto Tassinari......................17.2%.....26.3% Stock/OEM...........................31.3%.....31.1% Other ....................................16.4%.......9.6%

What brand of neck brace do you wear? Alpinestar ...............................2.5% .........N/A EVS.........................................8.6% .........N/A Leatt .....................................14.2% .........N/A Omega....................................0.0% .........N/A None.....................................74.6% .........N/A

What brand of chain lube do you use? Bel-Ray.................................25.9%.....22.4% Castrol ....................................3.7% .........N/A HP2.........................................3.2%.......2.8% Maxima.................................21.8%.....24.8% Motorex ..................................5.6% .........N/A Motul ......................................1.9%.......7.3% PJ1 .......................................10.6%.....16.3% Sidewinder................................N/A.......1.2% Silkolene.................................4.6%.......8.5% Spectro...................................1.4%.......2.8% Torco.......................................1.9%.......0.0% Other ....................................19.4%.....13.8%

Piston purchased? Cosworth................................1.2% CP...........................................1.2% Nix ..........................................1.2% JE............................................2.4% LAPC ......................................0.6% Namura...................................1.2% SRS ........................................0.0% Vertex .....................................6.5% Wiseco .................................36.5% Stock/OEM...........................41.8% Other.......................................7.6% What type of handguards do you use? MX shields............................26.9% Have you had your suspension modified in any way? Yes........................................52.5%...64.20% No.........................................47.5%...35.80% Do you influence your friends on what hop-up parts they should buy? Yes........................................69.7%...78.70% No.........................................30.3%...21.30% What off-road products have you purchased? Skid plate .............................14.0% Handguards .........................15.3% Frame protectors ...................4.7% Bigger tank.............................5.4% Steering dampers ..................5.7% Auto clutch .............................2.5% Drink systems ........................8.7% Radiator guards .....................9.5% Pipe protectors ......................4.8% Lighting systems....................3.5% Flywheel weights....................3.5% Inflation products ...................3.6% Tool carriers/fanny packs.......9.2% Spark arrestor ........................6.5% GPS ........................................3.1% RIDING GEAR Where do you purchase the majority of your riding gear? Mail order .............................17.0%.....13.0% Local dealer..........................28.7%.....24.4% Local accessories store.......19.6%.....12.6% On the internet .....................34.8%.....46.7% Other (please specify) ............3.3% .........N/A 6 www.dirtbikemagazine.com

What brand of goggles do you own? Answer ...................................1.5%.......0.0% Blur .........................................0.0%.......0.4% Brand X ..................................0.7%.......3.6% Dragon....................................3.0%.......3.2% Fox..........................................6.7%.......4.0% Goat ..........................................N/A.......0.4% Moto Concepts ......................0.0% ........N/A Oakley ..................................14.9%.....21.0% Pro Grip ..................................1.9%.......2.0% Scott.....................................39.8%.....37.9% Smith ....................................11.5%.....14.9% Spy .........................................7.1%.......5.6% Thor ........................................4.8%.......2.8% Utopia.....................................0.7%.......1.6% Other.......................................4.1%.......2.4% None.......................................3.3% .........N/A What brand of gloves do you own? Acerbis ...................................1.7%.......1.2% One Industries ..........................N/A.......1.6% Answer ...................................7.3%.......4.0% ARC ........................................1.3%.......0.0% AXO ........................................0.7%.......2.4% Azonic.....................................0.0%.......0.4% EVS ...........................................N/A.......0.4% Fly ...........................................5.6%.......7.3% Four ........................................0.0%.......0.4% Fox........................................27.8%.....31.0% Klim.........................................4.0% .........N/A MSR........................................9.3%.......9.7% No Fear...................................3.3%.......0.4% Ocelot.....................................0.0%.......0.4% One.........................................0.3% .........N/A O'Neal ....................................6.0%.......5.2% Pro Grip ..................................0.0%.......0.8% Shift ........................................3.6%.......2.4% SixSixOne...............................1.3%.......1.2% Sunline....................................0.0% .........N/A Thor ......................................15.6%.....16.1% Troy Lee..................................1.3%.......4.8% Xtreme ....................................0.3%.......0.0% Other.......................................8.9%.....10.1% None.......................................1.7% .........N/A What brand of boots do you own? Acerbis......................................N/A.......1.2% Answer ..................................1.7%.......0.8% Arc ..........................................1.7%.......0.4% AXO ........................................2.5%.......2.0% Alpinestars ...........................29.8%.....35.1%

What brand of riding pants do you own? Acerbis ...................................0.3%.......2.1% Answer ...................................6.3%.......5.3% Arc ..........................................0.3%.......0.4% AXO ........................................2.3%.......2.5% Fly..............................................N/A.......7.0% Four ........................................0.3%.......0.0% Fox........................................22.7%.....18.5% Klim.........................................5.3% .........N/A Moose ..................................10.3%.......7.0% MSR .....................................10.0%.....11.5% No Fear...................................3.0%.......0.8% Ocelot.....................................0.0%.......0.8% One.........................................0.7%.......1.2% O'Neal ....................................7.3%.......7.0% SoCal......................................0.3% .........N/A Shift ........................................3.0%.......5.8% Thor ......................................15.3%.....15.6% Troy Lee..................................2.3%.......6.2% Xtreme ....................................0.0%.......0.4% Other.......................................4.3%.......7.8% None.......................................5.7% .........N/A What brand of jersey do you own? Acerbis ...................................1.3%.......1.2% Answer ...................................7.0%.......5.3% Arc ..........................................0.0%.......0.4% AXO ........................................2.5%.......1.6% Fly..............................................N/A.......7.0% Four ........................................0.3%.......0.0% Fox........................................24.1%.....18.5% Moose .......................................N/A.......7.4% Klim.........................................4.1% .........N/A MSR .....................................10.2%.......8.2% No Fear...................................4.8%.......1.2% Ocelot.....................................0.6%.......0.8% One.........................................0.6%.......2.1% O'Neal ....................................7.6%.........7.% Shift ........................................3.8%.......5.8% Thor ......................................16.5%.....17.7% Troy Lee..................................1.9%.......5.8% Xtreme ....................................0.0%.......0.4% Other.......................................9.5%.......9.5% None.......................................5.1% .........N/A PROFILE Sex Male .....................................97.1%.....99.6% Female....................................2.9%.......0.4% Age Under 12 ..............................12.5% 12-17 ....................................87.5% 18-24 ....................................43.8% 25-34 ....................................84.4% 35-44 ..................................125.0% 45-54 ..................................181.3% 55+ .....................................106.3% Are you married? Yes .......................................54.7%.....65.6% No.........................................45.3%.....34.4% What is your total yearly household income? $150k+ .................................44.1% $120k-$150k ........................55.9% $90k-$120k ........................108.8% $70k-$90k ............................47.1% $50k-$70k ..........................100.0% $30k-$50k ..........................100.0% Under $30k ........................108.8% If you are over 18, what is your level of education? High school grad..................44.3%.....36.5% Attending college ...................8.7%.......6.5% College grad.........................33.3%.....47.4% Other ....................................13.7%.......9.6% Do you compete in sanctioned motorcycle races? Yes........................................49.8% No.........................................50.2% If yes, what class? Mini.........................................2.5% 80cc........................................3.3% 125cc......................................7.4% 250cc....................................15.7% Open.....................................18.2% +25 .........................................1.7% +30 .......................................10.7% +40 .......................................20.7% +50 .......................................19.8%

- Online survey results are displayed in the gray column -

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What type of racing do you compete in? Arenacross .............................1.9% Cross-country ......................14.8% Desert .....................................9.0% Enduro..................................13.3% Hare scrambles....................27.1% Supermoto .............................0.0% Hill climbs...............................1.0% Motocross ............................22.4% Supercross .............................1.0% Other.......................................9.5% How often do you compete per year? 50+ times ...............................0.0% 40-50 ......................................1.6% 30-40 ......................................4.1% 20-30 ....................................13.0% 10-20 ....................................26.0% Less than 10 ........................55.3% Does anyone else in your household race? Yes........................................20.1% No.........................................79.9% How often do you ride? 3 or more/week....................22.0% 2 times/week........................16.6% Once a week ........................23.4% 2-3 time/month ....................27.3% Once a month or less ..........10.7% How much of the maintenance/repair/hop-ups on your motorcycle is done by you? 100%....................................46.1%.....34.9% 75-100% ..............................23.0%.....40.9% 50-75% ................................12.7%.....13.9% 25-50% ..................................9.3%.......6.3% Less than 25%.......................8.8%.......4.0% What brand of pickup do you own? Chevrolet..............................21.1%.....19.1% Nissan.....................................3.0%.......4.0% Dodge...................................22.6%.....13.8% Ford ......................................24.1%.....32.4% GMC.....................................10.6%.......8.0% Honda.....................................1.5%.......2.2% Mazda.....................................0.5%.......1.3% Toyota...................................13.1%.....11.1% Other.......................................3.5%.......8.0% Do you plan to buy a new truck in the next 18 months? Yes .......................................18.6%.....16.7% No.........................................81.4%.....83.3% What other vehicles do you own? SUV ......................................16.3%.....42.0% RV/camper .............................9.3%.....21.6% Street motorcycle.................16.3% Motorcycle trailer .................20.1%.....45.0% Snowmobile ...........................4.7%.......8.2% Personal watercraft................2.7%.......7.4% R/C Car.................................................15.6% Road bicycle ........................................17.7% Mountain bike ......................24.2%.....68.8% BMX bike................................6.5%.....15.6% How do you transport your motorcycle? Pick up truck ........................46.4%.....56.2% Trailer....................................41.1%.....33.1% Hitch type carrier ...................9.6%.......6.0% Other.......................................2.9%.......4.8% What other sports/activities do you participate in? Hunting.................................10.4% Fishing..................................12.4% Camping...............................15.9% Boating ...................................6.9% Truck off-roading....................5.1% Mountain biking ...................10.0% RC Cars..................................3.1% Street motorcycle riding ........9.9% Road bicycle riding ................3.4% Snowboarding........................3.4% Snow skiing............................4.3% Running ..................................7.7% Weightlifting............................7.6% What would you like to see in Dirt Bike? More Same Less Product reviews ............54%......45%......1% Training articles .............49%......41%....10% Riding how-tos..............62%......35%......3% Bike hop-ups.................45%......48%......7% Nostalgia articles...........30%......50%....20% Product buyer’s guides.41%......53%......6% Supercross coverage....16%......54%....30% Motocross coverage.....24%......57%....20% Off-road race coverage.45%......44%....12% Freestyle coverage........12%......30%....58% 4-stroke articles ............34%......54%....12% Bike tests.......................45%......50%......5% Vintage bike articles......35%......44%....21% Pro personalities ...........20%......49%....30% Inside factory bikes.......31%......47%....21% Bike repair how-tos.......70%......26%......4%


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MOTOCROSS ACTION MAGAZINE

QUICK FACTS ★ Total readership of 254,000 ★ 70.5% of Motocross Action readers own two or more bikes ★ 72.9% have purchased products or services featured in ads in Motocross Action ★ 68.8% of Motocross Action readers compete in sanctioned motorcycle races

If your goal is to reach hardcore motocross racers, create brand awareness and sell them product, Motocross Action is the numberone, must-buy magazine in the industry. Motorcycle Industry Magazine’s annual Industry Research Survey asked, “Which consumer magazine drives riders to your store?” In the off-road market Motocross Action was Number One. Available as a print version, a Consumer Digital version, and a Dealers-Only Digital version (both downloadable to the iPhone, iPad or other “e-readers”), plus with a great online site, Motocross Action has enormous credibility and reach with serious off-road and motocross enthusiasts who look to 8 www.motocrossactionmag.com

the magazine every month to find out what’s new in the sport, what products are hot and what companies are supporting the niche. 2011 marked the launch of the Motocross Action Dealer NxtBook Digital Edition, which is now being sent every month to over 2000 dealers in the United States, and to over 100 distributors worldwide. This incredibly high-quality readership has been added to our already high-quality audience at no extra charge. Your company’s products or services will be seen by Motocross Action’s 254,000 total monthly readers, every off-road dealer in the United States and distributors worldwide.


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BIKE PROFILE How often do you buy Motocross Action magazine? 1-4 issues...............................7.9%.....13.8% 5-8 issues...............................5.8%.....10.7% 9-12 issues...........................11.1%.....17.4% Subscribe .............................75.3%.....36.7% How many people besides yourself look through your copy of Motocross Action? 1............................................22.8% 2............................................24.9% 3............................................15.3% 4..............................................3.7% 5+ .........................................11.1% None.....................................22.2%

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250cc....................................34.2%.....39.9% 300-380cc ..............................7.7%.......9.1% 400-490cc............................34.2%.....37.0% 500-520cc ..............................2.6%.......1.0% 600cc+ ...................................4.3%.......0.3% Other (please specify) ............................6.0%

Handlebar purchased? Acerbis ...................................0.0%.......0.0% AFAM......................................0.0%.......0.1% Answer ...................................1.6%.......0.7% Applied Racing.......................0.0%.......0.2% Azonic.....................................1.1%.......0.0% DG ..........................................0.0%.......0.0% Fasst.......................................1.6%.......1.6% Moose ....................................4.4%.......0.9% Longhorn................................1.1%.......0.1% O'Neal ....................................0.5%.......0.0% Sunline....................................1.1%.......0.7% Pro Taper..............................38.3%.....33.1% Renthal .................................34.4%.....45.8% Tag..........................................0.0%.......3.8% Tusk...........................................N/A.......0.2% Universal.................................0.5%.......0.2% Stock/OEM...........................10.9%.......7.8% Other.......................................4.4%.......4.5%

Twin Air.................................38.3%.....62.5% Uni Filter ...............................13.8%.....12.3% WP ............................................N/A.......0.2% Stock/OEM...........................11.7%.......7.7% Other.......................................6.7%.......8.1%

What year will it be? Brand new............................56.9%.....68.6% Used .....................................23.9%.......8.2% Not sure................................19.3%.....23.2% How many strokes? 2-stroke ................................42.7%.....39.2% 4-stroke ................................57.3%.....55.1% Not sure..................................................5.6%

Do you own a dirt/motocross bike? Yes........................................96.8%.....94.6% No ...........................................3.2%.......5.4%

What type will it be? Motocross ............................75.5%.....90.8% Enduro..................................14.5% Dual Sport ..............................6.4% Other.......................................3.6%.......9.2%

How many bikes do you own? 1............................................29.5% 2............................................25.1% 3............................................12.6% 4+ .........................................32.8%

Do you influence your friends on what they should buy? Yes........................................64.9%

What brand is your newest bike? ATK .........................................0.0%.......0.2% Aprilia......................................0.0%.......0.1% Gas Gas .................................0.0%.......0.4% Honda...................................27.5%.....28.7% Husaberg................................0.5%.......0.3% Husqvarna..............................1.6%.......1.1% Kawasaki..............................12.7%.....10.9% KTM......................................13.8%.....15.9% LEM ........................................0.0%.......0.1% Suzuki.....................................7.4%.....10.9% TM ..........................................0.0%.......0.3% Yamaha ................................34.9% Other.......................................1.6% What size is it? 50cc-60cc ..............................2.1%.......1.4% 80cc-85cc ..............................8.6%.......1.4% 125cc....................................11.2%.......7.0% 200cc-220cc ..........................2.1% 250cc....................................38.0%.....43.2% 300cc-380cc ..........................4.8% 400cc-490cc ........................28.9%.....39.3% 500cc-520cc ..........................2.1%.......1.9% 600cc+ ...................................2.1%.......5.8% What year is it? 2011........................................8.5% 2010 .....................................10.1% 2009 .....................................13.3% 2008........................................9.6% 2007 .....................................10.1% 2006 .....................................12.8% 2005........................................6.4% 2004........................................6.4% 2003 or earlier ......................22.9% How many strokes? 2-stroke ................................46.2% 4-stroke ................................53.8% What type is it? Motocross ............................80.2%.....89.6% Enduro..................................10.7%.......7.2% Dual Sport ..............................3.7% Supermoto .............................1.1% Other.......................................4.3%.......3.2% Which of these factors influenced you most when you bought your motorcycle? Magazine tests.....................20.9%.....42.4% Factory cont program ............1.3%.......2.8% Message boards.......................N/A.......4.2% Dealer support .....................10.1%.....17.3% Previous exp. .......................30.6%.....44.1% Price .....................................20.5%.....27.4% Website .....................................N/A.......2.6% Friend's recommend..............7.1%.....10.5% Showroom avail .....................2.4%.......3.8% Factory race results ...............3.4%.......4.0% Parent's recommend .............2.4%.......1.4% Other .........................................N/A.....13.3% Dealership recommend .........1.3%.......1.8% Do you own an ATV? Yes........................................27.7%.....17.3% No.........................................72.3%.....82.7% Do you plan to buy a new bike in the next 12 months? Yes........................................38.7%.....35.2% No.........................................44.1%.....32.2% Maybe ..................................17.2%.....32.7% What brand do you plan to buy? Gas Gas .................................0.0%.......0.4% Honda...................................23.3%.....16.6% Husaberg................................0.8%.......0.4% Husqvarna..............................1.7%.......1.9% Kawasaki..............................15.0%.......7.6% KTM......................................23.3%.....37.0% Suzuki...................................10.8%.......6.9% Yamaha ................................21.7%.....25.5% Other.......................................3.3%.......3.6% What size will it be? 50-60cc ..................................1.7%.......0.4% 80-85cc ..................................2.6%.......0.6% 125cc......................................9.4%.......5.2% 200-220cc ..............................3.4%.......0.6%

Do you plan to buy an ATV? Yes..........................................9.9% PARTS & ACCESSORIES What is your main source of information for purchasing parts and accessories? Ads in MXA ..........................27.2%.......9.8% Editorial in MXA....................20.1%.....20.8% Friends....................................8.7%.......4.1% Catalogs ...............................11.7%.......6.9% Other magazines....................7.2%.......1.9% At races ..................................7.2%.......3.2% Bike shop ...............................9.3%.......7.5% Message Boards ....................................4.4% Motocrossactionmag.com ..................27.4% Other.......................................8.7%.....12.3% Where do you purchase the majority of replacement parts, hop-up parts and accessories? Mail order MXA ......................2.6%.......8.8% Catalog.................................13.6%.......1.7% Local motorcycle dealer ......31.5%.....32.2% On the Internet .....................37.9%.....48.3% Local accessory store..........14.5%.......8.9% Have you ever purchased products from ads in Motocross Action? Yes........................................65.2%.....72.9% Does your motorcycle dealer stock the products you want to buy? Yes........................................50.0%.....41.5% How much do you spend on replacement parts, hop-up parts and accessories for your bike each month? $400+ .....................................5.9%.......6.9% $300-$399..............................4.3%.......7.6% $200-$299............................10.6%.....12.5% $100-$199............................34.6%.....36.5% Less than $100 ....................44.7%.....36.5% Exhaust pipe purchased for your 2-stroke bike? Bill's Pipes..............................0.0%.......0.7% DG ..........................................2.0%.......0.7% FMF ......................................44.1%.....36.5% Pro Circuit ............................31.6%.....33.6% R&D ........................................0.0%.......0.3% Stock/OEM...........................14.5%.....17.1% Other.......................................7.9%.....11.0% Exhaust pipe purchased for your 4-stroke bike? Akrapovic ...............................1.4%.......4.2% Arrow ......................................0.0%.......0.4% Big Gun ..................................1.4%.......0.3% DEP ...........................................N/A.......0.4% Dr. D........................................2.7%.....12.1% FMF ......................................32.9%.....23.0% HMF........................................0.0%.......0.6% Jardine ......................................N/A.......0.4% Leo Vince................................2.1%.......0.8% Pro Circuit ............................15.8%.....12.8% Super Trapp ...........................0.7%.......0.1% Two Brothers ..........................2.1%.......0.6% Vance & Hines........................1.4%.......1.7% Yoshimura ..............................8.9%.....10.8% Stock/OEM...........................21.2%.....18.7% Other.......................................9.6%.....13.2% Silencer purchased? Arrow ......................................0.0%.......0.3% Bill's Pipes ................................N/A.......0.4% Big Gun ..................................1.7% .........N/A DG ..........................................1.1%.......0.4% Leo Vince................................1.1%.......1.1% LRD.........................................0.0%.......0.1% Dr. D........................................1.1%.......7.6% FMF ......................................37.5%.....36.3% Jardine ......................................N/A.......0.4% Pro Circuit ............................26.7%.....25.1% SuperTrapp ............................1.1%.......0.1% Two Brothers ..........................0.6%.......0.4% Vance & Hines........................0.6%.......1.0% Stock/OEM...........................19.9%.....17.0% Other.......................................8.5%.......9.1%

Sprocket purchased? Ironman.....................................N/A.......3.8% Answer ...................................0.0%.......0.5% AFAM......................................0.0%.......1.9% FMF/Cobalt...............................N/A.......0.2% JT ..............................................N/A.......2.8% Magnum .................................0.0%.......0.3% Moose ....................................3.1%.......0.7% P.B.I. ..........................................N/A.......0.4% Primary Drive..........................7.2%.......3.2% Renthal .................................36.4%.....42.8% Side Winder............................3.6%.......1.7% Sprocket Specialists ..............1.5%.......1.1% Sunline....................................5.1%.......4.1% Sunstar ...................................7.2%.......8.8% Tag..........................................4.6%.......7.2% Talon .......................................0.0%.......2.1% Vortex .....................................5.6%.......2.7% Stock/OEM...........................11.8%.......8.2% Other ....................................13.3%.......7.4% Chain purchased? AFAM......................................0.5%.......0.5% D.I.D......................................33.3%.....40.5% EK ...........................................4.9%.......2.7% KMC .......................................0.5%.......0.2% Krause/SideWinder................2.0%.......0.7% Moose ....................................0.5% Primary Drive..........................6.4%.......3.5% Regina ....................................2.9%.......5.0% Renthal .................................20.1%.....19.7% RK...........................................8.3%.....15.3% Sunline....................................0.5%.......0.8% Tsubaki ...................................1.5%.......1.2% Stock/OEM...........................10.3%.......6.0% Sunstar ...................................2.9% Other.......................................5.4%.....3.90% Levers purchased? Applied Racing.......................1.1%.......0.2% ARC ........................................5.4%.....14.5% ASV.......................................19.9%.....21.3% Flanders..................................0.0%.......0.2% Longhorn................................0.0%.......0.1% Magura ...................................3.8%.......2.2% Motion Pro..............................0.5%.......2.5% MSR........................................7.0%.......5.3% Pro Circuit ..............................3.2%.....14.5% Renthal ...................................3.2%.......3.1% Works Connection .................5.4%.......6.9% Stock/OEM...........................40.3%.....37.5% Other ....................................10.2%.......6.1% Triple clamp purchased? Applied Racing.......................4.1%.......7.2% BRP ........................................1.4%.......0.6% Pro Circuit ............................11.0%.......7.8% Ride Engineering....................0.0%.......2.6% RG3 ........................................6.8%.......7.7% Sunline....................................0.0%.......0.6% Scott's ...................................2.7%.......0.6% Longhorn................................0.0%.......0.1% Tag..........................................1.4%.......1.9% Universal.................................0.7%.......1.2% Stock/OEM...........................59.6%.....59.2% Other ....................................12.3%.....10.4% Grips purchased? 909..........................................0.3% A'ME.......................................0.5%.......0.6% Answer .................................1.9%A Azonic.....................................0.0%.......0.1% ODI .........................................2.9%.......1.5% O'Neal ....................................1.4%.......0.9% Oury........................................3.4%.......1.7% Pro-Grip................................13.5% Renthal .................................32.7%.....41.0% Scott.....................................14.4%.....10.2% Pro Taper...................................N/A.....21.9% SixSixOne...............................0.0%.......0.2% Sunline....................................1.4%.......0.9% Smith ......................................1.0%.......0.9% Tag ............................................N/A.......4.1% Stock/OEM...........................12.0%.......7.1% Other ....................................14.9%.......4.3% Air filter purchased? Acerbis ...................................0.4%.......0.3% DTI ..........................................0.8%.......1.4% FMF ........................................................0.5% Filtron......................................0.0%.......0.8% K&N ........................................5.0%.......3.2% Maxima...................................0.4% PC...........................................0.0%.......0.3% Pro Filter .................................2.1% Ready Racing.........................3.8%.......2.6%

- Online survey results are displayed in the gray column -

What brand of replacement front tire do you use most often? Bridgestone..........................20.3%.....21.9% Cheng Shin ............................1.0%.......0.1% Dunlop..................................40.6%.....44.3% Duro........................................0.5%.......0.2% IRC..........................................0.5%.......0.4% Kenda .....................................4.0%.......2.0% Maxxis ..................................11.4%.......8.1% Metzeler..................................1.0%.......0.9% Michelin ................................11.9%.....12.6% Pirelli .......................................4.5%.......8.3% Sedona ...................................1.0% Trelleborg................................0.5%.......0.1% Rinaldi .......................................N/A.......0.2% Other.......................................3.0%.......0.9% What brand of replacement rear tire do you use most often? Bridgestone..........................16.7%.....18.9% Cheng Shin ............................1.0%.......0.0% Dunlop..................................37.7%.....44.0% Duro........................................0.5%.......0.2% IRC..........................................0.5%.......0.2% Kenda .....................................3.9%.......2.3% Maxxis ..................................17.2%.....10.7% Metzeler..................................0.0%.......0.7% Michelin ................................13.7%.....12.8% Pirelli .......................................3.4%.......8.9% Rinaldi.....................................................0.2% Sedona ...................................0.5% Trelleborg................................1.0%.......0.2% Other.......................................3.9%.......0.9% How many tires do you purchase a year? 20+ .........................................1.6%.......2.0% 15-20 ......................................2.7%.......2.6% 10-14 ......................................7.6%.......8.1% 5-9 ........................................22.2%.....30.0% Less than 5...........................65.9%.....57.2% Brake pads purchased? Answer ...................................0.5%.......0.1% AP Racing ..............................1.1% Braking ...................................5.8%.......8.7% DP/Dunlop..............................2.6%.......1.6% EBC ......................................33.7%.....35.3% EPI ..........................................0.5%.......0.2% Ferodo ....................................0.0%.......0.9% Galfer......................................3.2%.......3.3% Magnum .................................0.5% Moose ....................................2.6%.......0.8% Moto-Master.............................N/A.......0.5% MSR........................................1.1%.......0.4% Renthal ...................................7.9%.......5.3% SBS ........................................0.5%.......1.3% Tusk ........................................4.2%.......3.4% Vesrah.....................................0.5%.......0.8% Stock/OEM...........................29.5%.....34.5% Other.......................................5.8%.......2.9% What brand of 2-stroke oil do you use? Amsoil.....................................9.5%.......5.6% Bel-Ray.................................11.9%.....10.6% CCI .........................................0.6%.......0.0% Castrol ....................................4.2%.......4.3% HP-2 .......................................6.0%.......3.8% Kal-Gard.................................1.8%.......0.4% Klotz .......................................5.4%.......3.4% Maxima.................................19.0%.....22.5% Motorex ..................................3.0%.......4.8% Motul ......................................6.0%.......7.4% PJI...........................................1.8%.......0.5% Redline ...................................2.4%.......1.6% Silkolene.................................1.2%.......2.4% Spectro...................................6.0%.......5.6% Torco.......................................1.8%.......0.4% Yamalube .............................11.3%.....15.4% Other.......................................8.3%.....11.3% What brand of 4-stroke oil do you use? Amsoil.....................................8.0%.......6.5% Bel-Ray...................................6.7%.......6.1% Castrol ....................................6.7%.......6.5% Hondaline .............................11.0%.....12.4% Kawasaki................................0.6%.......1.1% Klotz .......................................0.0%.......0.5% Maxima.................................20.2%.....16.0% Mobil 1....................................1.2%.......4.2% Motorex ..................................4.9%.......5.6% Motul ......................................5.5%.......7.0% Pennzoil..................................0.0%.......1.1% PJI...........................................0.6%.......0.3% Quaker State ..........................0.6%.......0.5% Redline ...................................0.6%.......0.5% Silkolene.................................1.8%.......2.2% Spectro...................................2.5%.......4.0% Torco.......................................0.0%.......0.6% Valvoline .................................1.2%.......1.3% Yamalube .............................14.7%.......9.6% Other ....................................12.9%.....13.9% What brand of gearbox oil do you use? Bel-Ray.................................12.9%.....14.3% Castrol ....................................9.0%.......8.2% HP-2 .......................................9.0%.......6.9% Kal-Gard.................................1.1%.......0.3% Maxima.................................20.8%.....20.5% Motorex ..................................5.6%.......5.0% www.motocrossactionmag.com 9


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Motul ......................................6.7%.......8.2% Pennzoil..................................1.1%.......1.0% PJI...........................................2.2%.......0.5% Redline ...................................0.0%.......0.7% Silkolene.................................1.1%.......3.3% Spectro...................................6.2%.......4.1% Yamalube .............................11.8%.......9.3% Torco.......................................0.6%.......0.6% Other ....................................11.8%.....17.1%

Does your motorcycle dealer stock the riding gear you want to buy? Yes........................................50.0%.....35.7% No.........................................50.0%.....64.3%

Azonic.....................................0.0%.......0.2% Fly ...........................................5.9%.......5.0% Four ........................................0.3%.......0.0% Fox........................................26.2%.....28.0% Moose ....................................4.2%.......2.6% MSR........................................5.9%.......6.6% No Fear...................................2.4%.......2.6% Ocelot.....................................0.0%.......4.4% One.........................................2.1%.......0.0% O'Neal ....................................7.3%.......6.2% One Industries ........................................5.3% Pro Grip ..................................1.0%.......0.3% Scott .......................................0.3% Shift ........................................5.2%.......4.2% Sinisalo ...................................................0.9% So Cal.....................................0.0%.......0.2% Thor ......................................15.7%.....14.1% Troy Lee..................................4.5%.......9.2% Xtreme ....................................0.3%.......0.1% Other.......................................7.0%.......4.7%

Does anyone else in your household race? Yes........................................26.3%.....31.8% No.........................................73.7%.....68.2%

What brand of chain lube do you use? Bel-Ray.................................24.5%.....20.8% HP-2 .......................................2.7%.......1.6% Maxima.................................27.1%.....37.2% Motorex ..................................3.2%.......8.0% Motul ......................................3.7%.......8.7% PJI...........................................8.5%.......0.5% Sidewinder .............................2.1%.......5.8% Silkolene.................................6.4%.......3.0% Spectro...................................1.6%.......0.8% Torco.......................................0.5%.....13.5% Other ....................................19.7%.....20.8% What brand of numbers do you use? Attack .....................................3.5%.......2.1% De-Cal Works.......................31.6%.....27.8% Dirt Digits................................4.7%.......4.8% Factory Effex ........................17.0%.....17.5% N-Style ...................................8.8%.....12.0% One.........................................6.4%.......9.7% Pros Choice............................1.8%.......0.8% Throttle Jockey .........................N/A.......3.3% Other ....................................26.3%.....22.0% Bike graphics purchased? De-Cal Works.......................17.6%.....15.7% Factory Effex ........................16.6%.....15.2% FMF...........................................N/A.......0.7% N-Style ...................................9.6%.......9.7% One.........................................8.0%.....10.7% Primal .....................................0.0%.......0.2% Pro Circuit ..............................2.7%.......1.2% Pro's Choice...........................1.1%.......0.1% Ten.............................................N/A.......0.1% Throttle jockey ..........................N/A.......4.4% Stock/OEM...........................20.3%.....24.4% Other ....................................24.1%.....17.6% Reeds purchased? Boyesen ...............................29.5%.....24.0% Carbon Tech...........................3.4%.......1.5% Moto Tassinari......................24.7%.....35.0% Stock/OEM...........................29.5%.....32.0% Other ....................................13.0%.......7.6% Piston purchased? Cosworth................................0.6% CP...........................................1.2% JE............................................0.0% LAPC ......................................0.6% Namura...................................1.2% Nix ..........................................0.0% SRS ........................................0.6% Vertex .....................................3.0% Wiseco .................................44.9% Stock/OEM...........................40.7% Other.......................................7.2% Have you had your suspension modified in any way? Yes........................................61.5%.....70.4% No.........................................38.5%.....29.6% Have you modified your engine in any way? Yes........................................41.0%.....40.7% No.........................................59.0%.....59.3% Do you influence your friends on what hop-up parts they should buy? Yes........................................63.0%.....72.6% No.........................................37.0%.....27.4% What off-road products have you purchased? Skid plate .............................18.7% Handguards .........................16.7% Frame protectors ...................5.9% Bigger tank.............................5.4% Steering dampers ..................5.2% Auto clutch .............................1.5% Drink systems ........................9.3% Radiator guards ...................10.7% pipe protectors.......................5.6% Lighting systems....................2.2% Flywheel weights....................3.1% Inflation products ...................1.3% Tool carriers/fanny pack ........4.6% Spark arrestor ........................8.0% GPS ........................................1.9% RIDING GEAR Where do you purchase the majority of your riding gear? Mail order .............................16.6%.....16.4% On the Internet .....................40.3%.....44.6% Local dealer..........................27.0%.....24.9% Local store ...........................16.1%.....10.6% other .....................................3.50% Have you ever purchased riding gear from ads in Motocross Action? Yes........................................40.4%.....49.8% No.........................................59.6%.....50.2% 10 www.motocrossactionmag.com

How much do you spend on riding gear and apparel during the year? $1500+ ...................................2.2%.......2.8% $1000-$1499..........................5.9%.......8.3% $800-$999..............................3.8%.......9.7% $600-$799............................10.8%.....10.2% $400-$599............................14.1%.....17.3% $250-$399............................18.9%.....26.6% $100-$249............................31.9%.....19.0% Less than $100 ....................12.4%.......6.2% What brand of helmet do you own? AGV ........................................1.2%.......0.7% Answer ...................................0.4%.......1.3% Arai .........................................8.1%.......9.5% AXO ........................................0.8%.......1.2% Bell........................................12.4%.....10.6% Bieffe.......................................................0.1% EVS.........................................0.4% Fly ...........................................5.4%.......3.1% Fox........................................17.0%.....12.3% HJC ......................................12.4%.......7.0% KBC ........................................0.8% Klim.........................................................0.2% MSR........................................1.2%.......1.5% M2R ..........................................N/A.......0.9% Ocelot.....................................0.4%.......0.1% One Industries........................2.3%.......7.0% O'Neal ....................................3.5%.......3.1% Scott .......................................0.8%.......0.6% Shark ......................................0.0%.......0.2% Shoei ......................................7.7%.....16.6% SixSixOne...............................1.5%.......2.2% Suomy ....................................0.8%.......0.5% Thor ........................................9.3%.......6.2% Troy Lee..................................3.5%.......8.7% Vemar .....................................0.4%.......0.1% Xtreme ....................................0.4%.......0.3% Z1R.........................................0.8% .........N/A Other.......................................8.9%.......5.0% What brand of goggles do you own? Answer ..................................1.9%.......0.0% Arnette....................................0.8%.......0.1% Blur .........................................0.0%.......0.2% Dragon....................................4.1%.......2.1% Fox........................................10.2%.......3.8% Goat........................................................0.2% Oakley ..................................20.3%.....26.9% Pro Grip ..................................3.4%.......2.1% Scott.....................................32.7%.....36.5% Smith ......................................8.3%.......8.5% Spy .......................................10.5%.....10.1% Thor ........................................3.0%.......1.9% Utopia.....................................1.1%.......1.7% X Brand ..................................0.8%.......3.8% Other.......................................3.0%.......2.0% What brand of gloves do you own? Acerbis ...................................0.7%.......0.9% Answer ...................................7.3%.......5.0% Arc ..........................................................0.3% Alloy........................................1.5%.......0.4% AXO ........................................2.2%.......1.9% Azonic.....................................0.0%.......0.1% EVS.........................................0.0%.......0.9% Fly ...........................................5.5%.......4.1% Fox........................................33.8%...34.10% Moose ....................................2.2% MSR........................................5.5%.......5.1% No Fear...................................2.9%.......4.4% One.........................................1.5%.......4.9% O'Neal ....................................6.2%.......0.3% One Industries ........................................3.4% Pro Grip ..................................1.1%.......5.1% Scott .......................................0.7% Shift ........................................3.3%.......2.5% SixSixOne...............................1.8%.......0.9% Sinisalo ...................................................1.1% SoCal......................................0.0%.......0.1% Thor ......................................16.0%.....14.5% Troy Lee..................................2.5%.......8.0% Xtreme ....................................0.0%.......0.2% Other.......................................5.5%.......6.9% What brand of boots do you own? Acerbis ...................................0.4%.......0.6% Alpinestars ...........................40.4%.....46.9% Answer ...................................1.8%.......0.5% Arc ..........................................0.0%.......0.1% Berik .......................................................0.4% Diadora ...................................................0.1% AXO ........................................2.7%.......2.7% Fly ...........................................1.8%.......0.9% Fox........................................15.1%.......7.8% Gaerne....................................8.4%.....17.2% Hi-Point ..................................0.9%.......1.0% MSR........................................2.7%.......1.1% Ocelot.....................................0.9%.......0.1% O'Neal ....................................7.1%.......2.8% Sidi..........................................4.4%.......8.4% SixSixOne...............................0.9%.......3.1% TCX.........................................0.9%.......1.8% Thor ........................................8.0%.......2.3% Other.......................................3.6%.......2.2% What brand of riding pants do you own? Acerbis ...................................2.1%.......0.6% Alloy........................................1.4%.......1.7% Answer ...................................4.9%.......5.2% Arc ..........................................0.7%.......0.0% AXO ........................................2.1%.......1.7%

What brand of chest protector do you wear? Acerbis ...................................2.5%.......1.6% Answer ...................................3.0%.......0.8% AXO ........................................2.5%.......1.3% EVS.........................................5.6%.......8.8% Fly ...........................................2.0%.......1.1% Fox........................................25.4%.....26.1% HRP ........................................5.6%.......6.7% MSR........................................2.0%.......1.3% No Fear...................................1.0%.......2.0% O'Neal ....................................3.6%.......1.8% Pro Grip ..................................0.0%.......0.0% Pro Sport ................................0.0%.......0.1% Shift ........................................3.6%.......1.7% Sinisalo ...................................................0.2% SixSixOne...............................6.6%.......5.4% SXP.........................................0.0%.......0.1% Thor ......................................13.7%.....16.0% Troy Lee..................................5.1%.......7.5% UFO ........................................1.0%.......0.2% Xtreme ....................................0.0%.......0.2% Other.......................................4.1%.......8.3% None.....................................12.7%.......8.8% PROFILE Gender Male......................................94.1%...99.60% Female....................................5.9%.....0.40% Age 12............................................4.3% 13-17 ....................................12.8% 18-24 ......................................5.3% 25-34 ....................................12.3% 35-44 ....................................24.6% 45-54 ....................................29.9% 55+ .......................................10.7% Are you married? Yes........................................52.7%.....60.2% No.........................................47.3%.....39.8% What is your total yearly household income? $150k+ ...................................8.0% $120k-$150k ........................10.9% $90k-$120k ..........................16.7% $70k-$90k ............................18.4% $50k-$70k ............................11.5% $30k-$50k ............................18.4% Under $30k ..........................16.1%

How often do you ride? 3 or more/week....................19.5%.....11.2% 2 times/wee k.......................24.1%.....26.9% Once a week ........................20.5%.....24.7% 2-3 times/month ..................22.1%.....26.1% Once a month or less ..........13.8%.....11.1% How much of the maintenance/repairs/hop-ups on your motorcycle is done by you? 100%....................................30.7%.....35.9% 75-99% ................................41.8%.....40.3% 50-74% ................................14.3%.....14.2% 25-49% ..................................7.4%.......5.5% Less than 25%.......................5.8%.......4.1% What brand of pickup do you own? Chevrolet..............................31.2%.....21.9% Dodge...................................12.4%.....12.3% Ford ......................................23.1%.....23.3% GMC.....................................10.2%.......5.9% Honda.....................................0.5%.......2.0% Mazda.....................................0.0%.......0.7% Nissan.....................................4.3%.......4.9% Toyota...................................12.9%.....16.5% Other.......................................5.4%.....12.5% Do you plan to buy a new truck in the next 18 months? Yes........................................19.4%.....20.4% No.........................................80.6%.....79.6% What other vehicles do you own? SUV ......................................13.7%.....35.0% RV/Camper.............................8.5%.....16.1% Motorcycle trailer .................20.3%.....42.2% Snowmobile ...........................4.0%.......6.6% Personal watercraft................3.3%.......7.4% R/C Car ..................................6.6%.....14.0% Mountain bike ......................23.4%.....60.3% BMX bike..............................13.5%.....15.6% Road bicycle ..........................6.6%.....24.5% How do you transport your motorcycle? Pick up ................................54.4%.....53.5% Trailer....................................33.6%.....31.4% Hitch type carrier ...................7.2%.......4.3% Van..........................................4.8%.....10.8% What other sports/activities do you participate in? Hunting...................................8.2% Fishing..................................11.7% Camping...............................15.8% Boating ...................................9.6% Truck off roading ....................5.5% Mountain biking ...................10.8% Street Motorcycle riding ........9.0% Snowboarding........................3.4% Snow skiing............................4.2% Running ..................................7.9% Road bicycle riding ................4.2% Weight lifting...........................9.8% How many hours per week are you on the Internet per week? 1-5 ........................................55.6% 6-10 ......................................18.0% 11-20 ....................................11.6% 20+ .........................................4.8% None.....................................10.1%

If you are over 18, what is your level of education? High school grad..................47.0%.....33.2% Attending college ...................5.4%.....10.4% Collage grad.........................35.1%.....44.4% Other ....................................12.5%....12.0 %

What type of Internet connection do you use? Broadband .............................9.4% Cable ....................................27.6% DSL.......................................23.2% Dial-up....................................2.8% Wireless................................37.0%

Do you compete in sanctioned motorcycle races? Yes........................................58.3%.....68.8% No.........................................41.7%.....31.2%

What websites do you visit regularly? Motonews.com ......................2.9% Motocross.com....................37.5% AMAMotocross.com............33.8% Thumpertalk.com.................25.7%

If yes, what class? Mini.........................................1.2%.......0.0% 80cc........................................7.1%.......0.9% 125cc......................................7.1%.......2.6% 250cc....................................21.2%.....16.8% 450cc....................................11.2%.....13.3% +25 .........................................6.5%.......1.5% +30 .......................................13.5%.....13.1% +40 .......................................14.7%.....31.1% +50 .......................................15.9%.....19.6% Pro ..........................................1.8%.......1.2% What type of racing do you compete in? Arenacross .............................4.6%.......5.1% Cross country.......................12.8%.....14.2% Desert .....................................8.2%.......6.7% Motocross ............................50.5%.....91.6% Supercross .............................4.1%.......4.5% Supermoto .............................2.6%.......1.3% Trials .......................................3.6% Other ....................................13.8%.......8.6% How often do you compete per year? 50+ times ...............................6.0%.......1.8% 40-50 times ............................0.0%.......2.0% 30-40 times ..........................11.9%.......5.8% 20-30 times ..........................28.4%.....15.1% 10-20 times ..........................53.7%.....33.6% Less than 10.........................97.0%.....41.7%

- Online survey results are displayed in the gray column -

Where do you get your race coverage? Magazine..............................32.2%.....47.3% Internet .................................26.3%.....89.6% TV .........................................41.6%.....60.7% Do you subscribe to the electronic version of MXA? Yes..........................................1.1% No.........................................98.9% What would you most like to see in MXA? More Same Less Product reviews ............47%......50%......3% Training articles .............48%......48%......4% Riding how to's .............58%......38%......4% Bike hop-ups.................35%......60%......5% Nostalgia articles...........32%......51%....17% Product buyers guide ...37%......56%......7% Supercross coverage....30%......62%......8% Motocross coverage.....47%......51%......2% Arenacross coverage ....14%......53%....33% Freestyle coverage........15%......40%....46% 4-stroke articles ............28%......53%....19% Bike tests.......................42%......55%......3% Vintage bike articles......34%......45%....21% Pro personalities ...........27%......58%....14% Inside factory bikes.......45%......44%....11% Bike repair how-to's......69%......27%......3%


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www.motocrossactionmag.com 11


DIRT WHEELS MAGAZINE

QUICK FACTS ★ Total readership of over 400,000 ★ 98.9% own an ATV ★ 40% of Dirt Wheels readers own three or more ATVs in their household ★ 74% of readers have two or more family members who ride ★ 74.9% have purchased products from Dirt Wheels ads

Dirt Wheels has been the number one ATV magazine in both circulation and advertising for over 31 years and is nearly three times the size of its closest competitor. The Dirt Wheels audience is the most avid in the sport. They pay $5.99 per copy and read it cover to cover, hold on to an issue for 2.5 years, and read 12 www.dirtwheelsmag.com

it 8.3 times. Combine the most avid audience, the largest circulation, penetration on thousands of newsstands across the world and you have what advertisers say is the most profitable magazine in the motorcycle and ATV market. Dirt Wheels is a must-buy in the ATV industry!


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VEHICLE OWNERSHIP How often do you buy Dirt Wheels magazine? I-4 issues a year.....................2.4%.....45.2% 5-8- issues a year ..................7.5%.....15.5% 9-12 issues a year................11.7%.....17.9% Subscribe .............................78.4%.....21.4% How many people besides yourself look through your copy of Dirt Wheels? None.......................................6.6%.....23.8% 1............................................23.3%.....21.4% 2............................................23.7%.....26.2% 3............................................17.3%.....19.0% 4............................................15.9%.......7.1% 5..............................................4.8%.......1.2% 6+ ...........................................8.5%.......1.2% Do you own an ATV? Yes........................................98.9%.....92.9% No ...........................................1.1%.......7.1% How many ATVs do you own? 1............................................30.7%.....36.8% 2............................................29.7%.....30.9% 3............................................23.2%.....16.2% 4+ .........................................16.5%.....16.2% What year is your newest ATV? 2011........................................6.1% .........N/A 2010........................................7.9%...25.40% 2009 .....................................11.6%.....11.9% 2008 .....................................21.7%.....22.4% 2007 .....................................15.4%.......7.5% 2006........................................8.3%.....10.4% 2005........................................8.5%.......7.5% 2004........................................5.3%.......3.0% 2003........................................5.3%.......1.5% 2002 or earlier ........................9.9%.....10.4% What brand is your newest ATV? Apex .......................................0.2%.......0.0% Arctic Cat ...............................2.2%.......5.7% Bombardier ............................1.6%.......2.9% Can-Am ..................................6.3%.......7.1% CF Moto .................................0.0%.......0.0% E-Ton ......................................0.0%.....20.0% Honda...................................25.6%.......5.7% Kawasaki................................8.1%.......0.0% Kymco ....................................0.0%.......1.4% KTM........................................0.4%.......0.0% Polaris...................................15.1%.....14.3% Suzuki...................................10.5%.....15.7% Yamaha ................................29.6%.....27.1% Other.......................................0.4%.......0.0% What type is your newest ATV? Sport 2WD ...........................42.9%.....40.0% Utility 2WD .............................3.4%.......4.3% Sport 4x4................................6.8%.......8.6% Utility 4x4 .............................38.8%.....38.6% Side by Side...........................7.0%.......7.1% Entry level...............................0.2%.......0.0% Youth ......................................1.0%.......1.4% What engine type is your newest ATV? 2-stroke ..................................5.4%.......6.1% 4-stroke ................................94.6%.....93.9% What size is your newest ATV? 50-70cc ..................................0.6%.......0.0% 80-90cc ..................................0.4%.......4.3% 125-199cc ..............................0.6%.......2.9% 200-299cc ..............................8.2%.......4.3% 300-399cc............................10.9%.......7.2% 400-499cc............................32.6%.....37.7% 500-599cc............................11.1%.......8.7% 600cc......................................8.9%.......7.2% 700+cc .................................26.6%.....27.5% Which of these factors influenced you most when you bought your ATV? Mag test results ...................21.7%.....43.9% Factory cont. program ...........1.9%.......4.5% Local dealer support..............7.6%.....18.2% Previous brand exp..............21.9%.....43.9% Price .....................................20.8%.....56.1% Friend's recommend............11.2%.....18.2% Showroom availability............5.3%.....15.2% Factory race team results ......3.5%.......7.6% Parent's recommend .............2.1%.......4.5% Dealer recommend ................3.9%.......6.1% Do you influence your friends on what ATV they should buy? Yes........................................79.2%.....82.1% No.........................................20.8%.....17.9% Do you plan to buy an ATV in the next 12 months? Yes........................................39.9%.....43.8% No.........................................60.1%.....56.2%

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Which brand do you plan to buy? Apex .......................................0.5%.......0.0% Arctic Cat ...............................2.3%.......3.2% Can-Am................................13.1%.......6.5% E-Ton ......................................0.0%.......0.0% Honda...................................15.5%.....19.4% Kasea .....................................0.0%.......0.0% Kawasaki................................7.0%.....16.1% KTM........................................0.9%.......0.0% Kymco ....................................0.5%.......0.0% Polaris...................................13.6%.....12.9% Suzuki.....................................6.1%.......3.2% Yamaha ................................24.9%.....29.0% Other.......................................0.0%.......9.7% Undecided............................15.5%.......0.0%

Snowmobile ...........................4.0%.......6.2% Personal watercraft................2.7%.....15.4% Mountain bike ......................11.6%.....32.3% R/C Car ..................................5.8%.....20.0% BMX bike................................3.5%.....12.3%

What handlebars have you purchased? Answer/Pro Taper ................17.8%.......0.0% Azonic.....................................0.7%.......0.0% DG ..........................................0.9%.......5.9% Fasst.......................................3.5%.......2.9% Fly ...........................................2.4%.......0.0% Moose ....................................5.5%.......0.0% O'Neal ....................................0.2%.....29.4% Renthal .................................17.2%.......2.9% Sunline....................................0.4%.......2.9% Tag..........................................4.6%.......0.0% Tusk ........................................2.0%.....38.2% Stock ....................................30.4%.......0.0% Vortex .....................................0.2%.....11.8% Other ....................................14.1%......0.0.%

What type of ATV will you buy? Sport 2WD ...........................38.0%.....41.9% Utility 2WD .............................1.0%.......0.0% Sport 4x4..............................11.5%.......6.5% Side by Side.........................13.5%.......9.7% Utility 4x4 .............................30.5%.....41.9% Entry level...............................0.0%.......0.0% Youth ......................................3.0%.......0.0% Undecided..............................2.5%.......0.0% What type engine will it have? 2-stroke ..................................3.5%.......0.0% 4-stroke ................................92.4%.....96.7% Undecided..............................4.1%.......3.3% What size will you buy? 50-70cc ..................................0.0%.......0.0% 80-90cc ..................................1.5%.......0.0% 125-199cc ..............................2.0%.......0.0% 200-299cc ..............................3.0%.......0.0% 300-399cc ..............................5.9%.......6.5% 400-499cc............................28.1%.....25.8% 500-599cc ..............................9.4%.....19.4% 600-700cc............................14.8%.....16.1% 701+cc .................................28.1%.....29.0% Undecided..............................7.4%.......3.2% How do you use your ATV(s)? Off-road fun riding................52.3%.....96.9% Farm vehicle.........................13.3%.....26.6% Hunt/fish/camp ....................22.7%.....43.8% Racing ..................................11.8%.....14.1% What types of terrain do you ride on? Desert .....................................4.9%.......9.2% Sand dunes............................9.2%.....23.1% Mud/swamp.........................16.8%.....44.6% Snow/ice ..............................18.6%.....46.2% Trails/forests.........................33.5%.....92.3% Farmland ..............................17.1%.....53.8% How many of your family members also ride? 1............................................15.1%.......7.5% 2............................................21.1%.....20.9% 3............................................15.9%.....13.4% 4+ .........................................37.1%.....35.8% None.....................................10.8%.....22.4% Do you compete in organized races? Yes........................................14.9%.....18.2% No.........................................85.1%.....81.8% What type of racing do you compete in? Motocross ............................20.9%.....40.9% Desert/Baja ............................5.1%.......4.5% Cross Country/ Hare scrambles.................29.7%.....36.4% Flattrack ...............................10.8%.......4.5% Sand drags...........................11.4%.....13.6% Ice racing................................2.5%.......0.0% ATV pulls.................................7.6%.....22.7% Mud bogs.............................12.0%.....40.9% Do you own a pickup truck? Yes........................................86.2%.....82.1% No.........................................13.8%.....17.9% What brand of pickup do you own? Chevrolet..............................33.6%.....17.9% Honda.....................................0.4%.......0.0% Nissan.....................................2.6%.......1.8% Dodge...................................16.2%.....23.2% Ford ......................................28.8%.....26.8% GMC .......................................9.2%.....12.5% Mazda.....................................0.0%.......0.0% Toyota.....................................7.2%.....17.9% Other.......................................2.0%.......0.0% What other vehicles do you own? Car........................................19.5%.....56.9% SUV ......................................16.0%.....36.9% RV/Camper.............................6.0%.....18.5% Travel trailer ............................4.9%.....12.3% Motorcycle trailer .................10.8%.....20.0% Off road motorcycle ...............4.6%.....26.2% Side-by-side...........................3.1%.......9.2% Street Motorcycle...................7.3%.....29.2%

PARTS & ACCESSORIES What is your main source of information for purchasing parts and accessories? Ads in DW ............................32.3%.....19.0% Catalogs ...............................14.8%.......7.9% Editorial in DW .......................9.5%.......9.5% Friends....................................7.0%.......3.2% Other magazines....................1.6%.......0.0% At competitions......................1.0%.......0.0% ATV Dealer..............................7.9%.......1.6% Internet .................................24.2%.....52.4% Other ......................................1.8%.......3.2% Where do you purchase the majority of your parts and accessories? Ads in DW ............................13.4%.......2.0% Mail order catalog ................14.4%.....10.0% Internet .................................34.6%.....52.0% Local ATV dealer ..................22.9%.....28.0% ATV shop ................................8.2%.......8.0% Does your ATV dealer generally stock the parts and accessories you want to buy? Yes........................................41.1%.....42.9% No.........................................58.9%.....57.1% On average, how much do you spend on parts and accessories for your ATV each month? $400+ .....................................3.6%.......3.9% $300-$399..............................3.8%.......0.0% $200-$299..............................8.6%.....11.8% $100-$199............................23.8%.....27.5% Less than $100 ....................60.1%.....56.9% Have you ever purchased products from ads in Dirt Wheels? Yes........................................74.9%.....44.0% No.........................................25.1%.....56.0% What complete exhaust have you purchased for your 4-stroke? Aaen .......................................0.2%.......0.0% Big Gun ..................................2.4%.......8.1% CT...........................................0.7%.......0.0% Curtis Sparks .........................1.8%.......0.0% DRI Fat Boy............................0.2%.......0.0% DG ..........................................3.9%.......0.0% DMC .......................................1.1%.......2.7% Dr. D........................................0.7%.......2.7% Eddie Sanders........................0.4%.......0.0% FMF ........................................9.2%.......8.1% HMF........................................9.8%.....13.5% Hot Seat .................................0.7%.......0.0% Leo Vince................................0.4%.......0.0% LRD.........................................1.1%.......2.7% LEXX.......................................0.6%.......0.0% Paul Turner .............................0.2%.......0.0% Motorex ..................................0.0%.......5.4% Pro Circuit ..............................2.2%.......0.0% Rocket ....................................0.0%.......2.7% Ron Woods ............................0.4%.......2.7% SuperTrapp ............................1.7%.......0.0% Toomey...................................1.1%.......2.7% Two Brothers ..........................1.8%.......5.4% Trinity ......................................0.7%.......2.7% Yoshimura ..............................4.6%.....16.2% Slip-on ....................................1.7%.......0.0% Stock ......................................6.3%.....16.2% Vito's.......................................0.2%.......8.1% None.....................................37.5%.......0.0% Other.......................................8.3%.......0.0% What exhaust silencer have you purchased? Aaen .......................................0.2%.......0.0% Big Gun ..................................1.2%.......0.0% CT...........................................0.6%.......2.7% DG ..........................................3.7%.......2.7% DMC .......................................0.6%.......0.0% Dr. D........................................1.2%.......8.1% Eddie Sanders........................0.2%.....13.5% FMF ........................................7.3%.......0.0% HMF........................................7.9%.......0.0% Hot Seat .................................0.6%.......2.7% LRD.........................................1.2%.......0.0% LEXX.......................................0.4%.......0.0% Paul Turner .............................0.2%.......0.0% Motorex ..................................0.2%.......0.0% Pro Circuit ..............................3.2%.......0.0% Rocket ....................................0.0%.......0.0% Ron Woods ............................0.6%.......2.7% SuperTrapp ............................1.8%.......2.7% Toomey...................................1.4%.......0.0% Two Brothers ..........................1.8%.......0.0% Trinity ......................................0.2%.......2.7% Yoshimura ..............................4.1%.......5.4% Stock ......................................5.7%.....16.2% Other.......................................5.9%.......2.7% None.....................................49.9%.......0.0%

- Online survey results are displayed in the gray column -

What sprockets have you purchased? AFAM......................................0.7%.......3.0% Magnum .................................0.0%.......9.1% Moose ....................................6.3%.....15.2% Primary Drive..........................9.1%.......0.0% Renthal .................................15.9%.......0.0% SideWinder.............................5.2%.......3.0% Sunstar .................................10.0%.......9.1% Sunline....................................4.3%.......0.0% Supersprox.............................0.5%.....48.5% Tag..........................................0.5%.....12.1% Vortex .....................................1.6%.......0.0% Stock ....................................31.7%.......0.0% Other ....................................14.3%.....22.9% What chains have you purchased? D.I.D......................................22.9%.......0.0% EK ...........................................1.1%.......8.6% KMC .......................................0.9%.......5.7% Moose ....................................1.8%.......2.9% Primary Drive..........................5.7%.....11.4% Regina ....................................1.4%.......8.6% Renthal .................................10.4%.......0.0% RK...........................................5.9%.......0.0% SideWinder.............................3.9%.......0.0% Sunline....................................1.8%.....31.4% Tsubaki ...................................1.6%.......8.6% Stock ....................................27.7%.......0.0% Other ....................................15.0%.......0.0% What grips have you purchased? Answer ...................................5.2%.....16.2% Azonic.....................................0.4%.......0.0% ODI .........................................6.2%.......0.0% O'Neal ....................................2.8%.......8.1% Oury........................................6.4%.....21.6% Pro-Grip................................10.1%.....16.2% Renthal .................................12.4%.......2.7% Scott.....................................17.2%.......0.0% Smith ......................................2.4%.....24.3% Sunline....................................0.2%.....10.8% Stock ....................................20.4%.......0.0% Other ....................................16.3%.......2.3% What air filter have you purchased? Filtron......................................0.0%...18.20% K&N ......................................42.4%.....0.00% PC Racing ..............................0.0%...25.00% Pro Filter .................................2.2%.....9.10% Twin-Air...................................7.4%.....6.80% NoToil......................................1.3% Uni-Filter...............................20.0%.....2.40% Stock ....................................21.5%.....2.40% Other.......................................5.2%.....2.40% What front tires have you purchased? AMS........................................1.7%.......4.8% Carlisle....................................6.2%.......0.0% Cheng Shin ............................1.0%.......0.0% Dunlop....................................7.2%.......0.0% Duro........................................1.3%.......2.4% DWT........................................0.5%.......0.0% Goodyear ...............................2.0%.....33.3% Greenball ................................2.2%.....11.9% High Lifter...............................0.7%.......2.4% ITP ........................................23.5%.....14.3% Kenda .....................................6.4%.......0.0% Kings ......................................0.2%.......0.0% Maxxis ..................................20.2%.......2.4% Pirelli .......................................0.5%.......0.0% Sand Tires Unltd. ...................1.0%.....14.3% SkatTrak ................................1.7%.......7.1% STI ..........................................1.7%.......0.0% Stock ....................................13.1%.......2.3% Other.......................................8.9%.......2.3% What rear tires have you purchased? AMS........................................2.5%.......2.3% BKT.........................................0.2%.......2.3% Bridgestone............................0.2%.......0.0% Carlisle....................................5.9%.......2.3% Cheng Shin ............................1.9%.......2.3% Dunlop....................................5.6%.......0.0% Duro Tire.................................2.0%.......0.0% DWT........................................0.5%.......2.3% Goodyear ...............................1.9%.......0.0% Greenball ................................1.7%.....30.2% www.dirtwheelsmag.com 13


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High Lifter...............................0.8%.......0.0% ITP ........................................24.9%.....11.6% Pirelli .......................................0.5%.....16.3% Kenda .....................................6.1%.......0.0% Maxxis ..................................21.3%.......4.7% Sand Tires Unltd. ...................1.7%.......0.0% Skat Trak ................................3.0%.......0.0% STI ..........................................1.4%.....14.0% Supergrip................................0.0%.......7.0% Stock ....................................10.0%.......0.0% Other.......................................8.1%.....50.0%

HP-2 .......................................2.3%.......8.1% Lucas......................................6.4%.......2.7% Maxima...................................4.5%.......0.0% Mobil 1....................................5.5%.......2.7% Motorex ..................................0.4%.......5.4% Motul ......................................0.9%.......0.0% Pennzoil..................................2.3%.......2.7% PJI...........................................0.6%.......0.0% Silkolene.................................1.1%.....13.5% Spectro...................................1.3%.....16.2% Yamalube .............................18.7%.......0.0% Other ....................................27.7%.......3.6%

Fox........................................11.2%.....17.0% Four ........................................0.3%.......0.0% HJC ......................................17.9%.......4.3% Hondaline ...............................0.3%.......0.0% KBC ........................................2.2%.......4.3% Klim.........................................0.7%.......2.1% MSR........................................1.2%.......0.0% Ocelot.....................................0.4%.......2.1% One Industries........................1.0%.......0.0% One.........................................0.4%.......6.4% O'Neal ....................................5.4%.......0.0% SoCal......................................0.1%.......2.1% SixSixOne...............................1.0%.......8.5% Shoei ......................................3.4%.......0.0% Suomy ....................................0.3%.....10.6% Thor ........................................5.7%.......2.1% Troy Lee..................................1.3%.......0.0% Vemar .....................................0.0%.......0.0% Xtreme ....................................0.4%.......0.0% ZIR ..........................................1.5%.....10.6% Other ...................................14.9%.......8.5% None.......................................4.6%.......0.0%

What brand of shoulder pads have you purchased? Acerbis ...................................1.0%.......2.8% ARC ........................................0.4%.......2.8% Answer ...................................2.7%.......2.8% AXO ........................................0.6%.......2.8% EVS.........................................0.6%.......2.8% Fly ...........................................1.0%.......2.8% Fox........................................10.3%.....13.9% Four ........................................0.2%.......0.0% Thor ........................................4.5%.......5.6% HRP ........................................0.0%.......0.0% MSR........................................1.2%.......2.8% No Fear...................................0.8%.......0.0% Ocelot.....................................0.8%.......0.0% O'Neal ....................................1.4%.......2.8% SixSixOne...............................0.8%.......0.0% Shift ........................................1.0%.......0.0% Troy Lee..................................0.6%.......0.0% Other.......................................1.9%.......2.8% None.....................................70.5%.....63.9%

How many parts or tires do you buy a year? 1............................................44.5%.......0.0% 2............................................13.6%.......0.0% 3..............................................4.9%.......4.3% 4..............................................1.6%.....28.3% 5+ ...........................................2.2%.......0.0% None.....................................33.1%.......4.8% What wheels have you purchased? AMS........................................1.4%...11.90% Condor ...................................0.0%.....2.40% DWT .....................................10.5%.....0.00% Hiper.......................................2.9%...33.30% High Lifter...............................0.6%.....0.00% ITP ........................................32.0%.....2.40% Motosport Alloy......................1.2%.....0.00% OMF........................................1.2%.....0.00% R.I.S. Design ..........................0.2%.....2.40% Vision Wheel...........................1.2%...35.70% STI ..........................................4.1%.....7.10% Stock ....................................32.4%.......0.0% Other ....................................12.2%.....2.70% What brake pads have your purchased? Braking ...................................2.1%.......2.7% DP/Dunlop..............................3.1%.......0.0% EBC ......................................38.3%.....54.1% EPI ..........................................2.1%.......0.0% Ferodo ....................................0.6%.......0.0% Galfer......................................1.7%.......2.7% Moose ....................................2.3%.......2.7% SBS ........................................1.2%.......2.7% Streamline ..............................0.2%.......0.0% Tusk ........................................5.0% ...0.0%% Vesrah.....................................1.5% ...0.0%% Stock ....................................33.5%.....32.4% Other.......................................8.5%.......2.9% What nerf bars have you purchased? AC...........................................7.8%.......5.9% Answer ...................................0.8%.......2.9% Blingstar .................................2.6%.......2.9% DG ..........................................8.7%.....0.00% IMS/Roll Design .....................1.2%.....14.7% Pro Aluminum.........................1.6%.......8.8% Pro Amor ..............................10.9%.....20.6% Tusk ........................................4.8%.......2.9% Stock ......................................5.0%.....23.5% UM Performance....................1.0%.....14.7% None.....................................48.1%.......0.0% Other.......................................7.6%.....15.2% What brand of 4-stroke oil do you use? AMSOIL................................12.3%.......6.5% Bel-Ray...................................3.4%.....19.6% Castrol ....................................5.9%.......4.3% Hondaline .............................17.4%.......0.0% Kawasaki................................3.4%.......4.3% Lucas......................................2.8%.......6.5% Maxima...................................4.1%.......0.0% Mobil 1....................................4.4%.......2.2% Motorex ..................................0.4%.......0.0% Motul ......................................0.5%.......0.0% Pennzoil..................................1.6%.......2.2% PJ1 .........................................0.0%.......0.0% Quaker State ..........................1.1%.......0.0% Silkolene.................................0.9%.......6.5% Spectro...................................1.1%.....13.0% Valvoline .................................6.6%.....15.2% Yamalube .............................17.3%.......0.0% Other ....................................14.1%.......0.0% None.......................................2.8%.......7.4% What brand of 2-stroke oil do you use? AMSOIL..................................6.6%.......0.0% Bel-Ray...................................4.2%.......0.0% Castrol ....................................2.8%.......3.7% Hondaline ...............................1.3%.......0.0% Kawasaki................................0.7%.......7.4% Maxima...................................2.8%.......0.0% Motul ......................................0.4%.......3.7% Motorex ..................................0.2%.......0.0% Pennzoil..................................1.1%.......0.0% PJ1 .........................................0.4%.......0.0% Silkolene.................................0.4%.......3.7% Spectro...................................2.0%.......7.4% Valvoline .................................1.1%.....11.1% Yamalube ...............................7.7%.....44.4% Other.......................................7.0%.......0.0% None.....................................61.3%...10.80% What brand of gearbox oil do you use? AMSOIL................................13.6%.....10.8% Bel-Ray...................................8.5%.....13.5% Castrol ....................................6.2%.......5.4% 14 www.dirtwheelsmag.com

What graphics have you purchased? Decal Works ...........................2.2%.......3.6% Factory Effex ..........................7.2%.....14.3% FMF ........................................1.7%.......0.0% Invision ...................................1.0%.......0.0% N-Style ...................................2.6%.......0.0% One Industries........................5.0%.......7.1% Pro Curcuit .............................1.7%.......0.0% Verde Powersports ................0.5%.......0.0% Stock/OEM...........................45.4%.....60.7% Other ....................................32.7%.....14.3% Have you had your suspension modified? Yes .......................................23.3%.......0.0% No.........................................76.7%.....26.5% Have you modified your engine in any way? Yes........................................34.9%.......0.0% No.........................................65.1%.......0.0% What aftermarket products have you purchased for your ATV/UTV? Air filter ...................................9.9%.......0.0% Auto clutch .............................0.4%.......0.0% Brush guard ...........................3.2%.......0.0% Bumper...................................5.4%.......0.0% Chain/sprocket.......................4.3%.......0.0% Cleaning product ...................5.1%.......0.0% Drink system ..........................1.7%.......0.0% Exhaust ..................................6.7%.......0.0% Front/rear brake .....................3.8%.......0.0% Fuel injection module.............1.0%.......0.0% GPS ........................................1.5%.......0.0% Grips.......................................7.2%.......0.0% Handguard/roost....................4.5%.......0.0% Handlebar/steering wheel......3.1%.......0.0% Helmet camera.......................1.4%.......0.0% Kill switch ..............................1.9%.......0.0% Lift Kit .....................................0.8%.......0.0% Lighting...................................1.6%.......0.0% Lubrication .............................4.6%.......0.0% Rear axle ................................1.5%.......0.0% Roll cage ................................0.2%.......0.0% Seat ........................................0.9%.......0.0% Seat cover ..............................2.5%.......0.0% Shock/suspension .................2.1%.......0.0% Skid plate ...............................5.3%.......0.0% Steering damper ....................1.6%.......0.0% Repair/inflation product .........6.0%.......0.0% Wheel/tire ...............................7.0%.......0.0% Winch .....................................5.0%.......0.0% RIDING GEAR What is your main source of info for purchasing riding gear? Ads in DW ............................33.2%...23.80% Catalogs ...............................17.4%.....16.7% Editorial in DW .......................7.0%.......4.8% Friends....................................7.1%.......4.8% Other mags ............................2.6%.......0.0% At competitions......................1.0%.......0.0% Bike shop ...............................5.4%.......2.4% Internet .................................21.9%.....40.5% Other.......................................4.4%.......7.1% Where do you purchase the majority of your riding gear? Ads in DW ............................11.0%.....23.3% Internet .................................36.5%.....14.0% Local ATV dealer ..................20.1%.....9.30% ATV shop ..............................11.1%.......0.0% Mail order catalog ................16.2%.......0.0% Other.......................................5.1%.....2.10% How much do you spend on riding gear and apparel during the year? $1500+ ...................................0.8%.......0.0% $1200-$1499..........................0.8%.......0.0% $1000-$1199..........................1.4%.......4.3% $800-$999..............................1.0%.....10.6% $600-$799..............................1.2%.....12.8% $400-$599..............................8.1%.....68.1% $250-$399............................14.4%.......0.0% $249 or less..........................72.2%.......4.3% What brand of helmet have you purchased? Answer ...................................3.9%.......0.0% Arai .........................................1.5%.......0.0% ARC ........................................1.0%.......2.1% AXO ........................................0.7%.....6.40% Bell........................................11.8%.......8.5% Fly ...........................................6.4%.......0.0%

What brand of goggles have you purchased? Answer ...................................2.7%.......0.0% Blur .........................................0.5%.......2.3% Fly ...........................................3.1%.......2.3% Fox..........................................9.9%.....15.9% Oakley ..................................15.3%.......2.3% Pro Grip ..................................1.8%.....43.2% Scott.....................................32.7%.......6.8% Smith ....................................11.1%.......0.0% Spy .........................................5.6%.......9.1% Thor ........................................5.0%.......0.0% Utopia.....................................0.8%.......0.0% Xtreme ....................................0.9%.......2.3% X Brand ..................................0.3%.......6.8% Other.......................................6.6%.......9.1% None.......................................3.7%.......0.0% What brand of gloves have you purchased? Acerbis ...................................0.6%.......2.3% Answer ...................................8.0%.......0.0% ARC ........................................1.1%.......0.0% AXO ........................................1.6%.......0.0% Azonic.....................................0.0%.......0.0% Blur .........................................0.1%.......9.3% Fly ...........................................5.8%.......0.0% Four ........................................0.5%.....18.6% Fox........................................24.7%.......0.0% Klim.........................................1.1%.......4.7% MSR........................................3.8%.......4.7% No Fear...................................1.6%.......0.0% Ocelot.....................................1.6%.......2.3% O'Neal ....................................4.9%.......7.0% Pro Grip ..................................1.1%.......0.0% SixSixOne...............................0.5%.......0.0% SoCal......................................0.1%.......0.0% Shift ........................................5.3%.......2.3% Thor ........................................8.2%.....18.6% Troy Lee..................................1.0%.......2.3% Other ....................................15.9%.....11.6% None.....................................11.9%.....16.3% What brand of boots have you purchased? Acerbis ...................................0.5%.......0.0% Answer ...................................3.5%.......4.8% ARC ........................................1.7%.......0.0% AXO ........................................1.9%.......0.0% Alpinestars .............................9.2%.....16.7% Fly ...........................................1.7%.......2.4% Four ........................................0.0%.......0.0% Fox........................................13.4%.......7.1% Gaerne....................................0.7%.......4.8% MSR........................................3.3%.......0.0% Ocelot.....................................1.7%.......0.0% O'Neal ....................................8.2%.......0.0% Sidi..........................................0.9%.......2.4% SixSixOne...............................0.3%.......0.0% TCX.........................................0.0%.......0.0% Thor ......................................12.2%.......9.5% Other ....................................12.7%.....16.7% None.....................................27.9%.....35.7% What brand of riding pants have you purchased? Acerbis ...................................0.5%.......0.0% Answer ...................................7.0%.......4.9% ARC ........................................1.2%.......0.0% AXO ........................................1.5%.......2.4% Azonic.....................................0.0%.......0.0% Fly ...........................................4.9%.......4.9% Fox........................................15.8%.....12.2% Four ........................................0.5%.......0.0% Klim.........................................0.9%.......0.0% MSR........................................4.6%.......4.9% No Fear...................................1.5%.......2.4% Ocelot.....................................1.5%.......2.4% O'Neal ....................................5.9%.......7.3% Pro Grip ..................................0.0%.......0.0% SoCal......................................0.2%.......0.0% Shift ........................................5.6%.......4.9% Thor ......................................10.4%.....14.6% Troy Lee..................................1.4%.......0.0% Xtreme ....................................0.5%.......0.0% Other.......................................5.6%.......4.9% None.....................................30.6%.....34.1%

- Online survey results are displayed in the gray column -

PROFILE What is your gender? Male......................................96.0%...100.0% Female....................................4.0%.......0.0% How old are you? Under 12 ................................0.4%.......2.4% 12-15 ......................................3.4%.......4.9% 16-20 ......................................6.8%.......4.9% 21-24 ......................................5.4%.......7.3% 25-29 ....................................12.6%.....14.6% 30-39 ....................................25.9%.....34.1% 40-49 ....................................20.6%.....22.0% 50+ .......................................24.8%.......9.8% Are you married? Yes........................................60.3%.....57.1% No.........................................39.7%.....42.9% What is your total yearly household income? Under $30k ..........................17.2%.....22.5% $30k-$50k ............................25.6%.....22.5% $50k-$70k ............................21.9%.....10.0% $70k-$90k ............................15.1%.....12.5% $90k-$120k ..........................11.2%.....17.5% $120k-$150k ..........................4.9%.......7.5% $150k+ ...................................4.1%.......7.5% If you are over 18, what is your level of education? High school grad..................55.9%.....39.5% Attending college ...................6.0%.......7.9% College grad.........................26.0%.....44.7% Other ....................................12.0%.......7.9% What other sports/activities do you participate in? Truck off roading ....................7.5%.....45.0% RC Cars..................................4.6%.....15.0% Hunting.................................15.4%.....62.5% Fishing..................................18.0%.....77.5% Camping...............................19.9%.....65.0% Boating.................................10.2%.....40.0% Mountain biking .....................5.7%.....30.0% Off-road moto riding ..............6.2%.....30.0% Personal watercraft................3.7%.....30.0% Snowboarding........................2.7%.....12.5% Snow skiing............................2.4%.....15.0% Running ..................................3.8%.....10.0% What type of video-game system do you own? Playstatio 1 or 2 ...................20.0%.....37.8% Playstation 3 ........................11.1%.....32.4% Nintendo Wii.........................19.6%.....27.0% Dreamcast..............................0.5%.......5.4% X Box .....................................5.0%.......8.1% 360 X Box.............................12.7%.....21.6% Use computer ......................11.8%.....21.6% Other.......................................2.6%.......5.4% None.....................................16.7%.......8.1% What would you most like to see in DW? more same less New ATV tests...............44% ......54% ....2% ATV comparisons ..........57% ......41% ....2% ATV hop-up how-tos.....63% ......32% ....4% New Product tests ........55% ......43% ....2% Riding how-tos..............39% ......49% ..12% Where to ride articles....57% ......35% ....7% Outdoor adventure........37% ......50% ..13% Utility/Farming...............18% ......46% ..37% Racing ATV tests...........29% ......47% ..24% ATV race coverage........27% ......40% ..32% Technical articles...........59% ......37% ....5% ATV festival coverage....35% ......56% ..10% Exotic/trick ATV's ..........30% ......47% ..23%


COVERS & POSITIONS

GENERAL ADVERTISING RATES BLACK & WHITE

1X

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12X

1 Page .........................$5735 .........$5610 ...........$5360 ...........$5080 2/3..................................4610 ...........4475 .............4275 .............4065 1/2..................................3560 ...........3475 .............3320 .............3130 1/3..................................2560 ...........2485 .............2375 .............2250 1/4..................................1990 ...........1960 .............1870 .............1775 1/6..................................1475 ...........1395 .............1320 .............1250

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Non-cancellable after 30 days before closing. Covers fullpage only. Orders for covers other than full-color cannot be confirmed before closing date. Other guaranteed position, when available, add 15%. Publisher reserves the right to give better position than specified in the order at no increase in rate. CV2 CV3 CV4

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Any advertiser doing in excess of 50% of his total business by the sale of merchandise through the mail, making a direct offer to the consumer of merchandise and/or a mail-order catalog, and who states the exact price of the merchandise and postage instructions, may qualify for mail-order rates. Mail-order ads must contain information for ordering directly from the advertiser.

FOUR-COLOR 1 Page .........................$8175.......... $7840..........$7580 ..........$7055 2/3 ..................................7350.............7085............6830 ............6460 1/2 ..................................6525.............6270............6070 ............5700 1/3 ..................................5615.............5415 ...........5235.............5130

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www.dirtwheelsmag.com 15


ATV ACTION MAGAZINE

QUICK FACTS ★ ★ ★ ★

Total readership of over 150,000 64% of readers own two or more quads 62.8% have purchased products from ads in ATV Action Readers spend over $70 million a year in parts and accessories

Whether their favorite riding spots are sand dunes, deep woods, mud bogs, public lands or private OHV parks, ATV Action’s readers are the cream of the OHV enthusiasts. They demand the most out of their machines and want the best performance products, safety gear and accessories available. ATV Action delivers the latest tests, shootouts, product evaluations, features and event coverage that the dynamic and informed OHV enthusiast demands. For nearly 31 years, ATV Action has continued to provide its readers with unforgettable, 16 www.atvaction.net

high-impact photography and detailed, insightful writing, both in print and online versions that other publications can’t match. UTV Action, ATV Action’s monthly bonus magazine-within-amagazine, brings the Side-by-Side segment of the sport to enthusiasts in a focused publication created just for them. UTV Action’s tests, shootouts, product evaluations and features fuel the big-spending readers’ interests in the machines and aftermarket products that have made UTVing the fastest-growing segment in off-road motosports.


PRINT ONLINE

PRINT ONLINE

PRINT ONLINE

PRINT ONLINE

Do you own an ATV? Yes........................................99.3%.....92.9% No ...........................................0.7%.......7.1%

Sport 4x4................................7.5%.......0.0% Side by Side...........................9.0%.......0.0% Utility 4x4 .............................43.3%.......0.0% Youth ......................................1.5%.......0.0% Undecided..............................4.5%.....96.7%

Where do you purchase the majority of your parts and accessories? Ads in ATV ..............................6.3%.....52.0% Mail order .............................23.1%.....28.0% Internet .................................36.3%.......8.0% Local ATV dealer ..................26.3%.......0.0% Local accessories shop.........8.1%.....42.9%

What sprockets have you purchased? AFAM......................................0.0%.....9.10% Magnum .................................0.0%...15.20% Moose ....................................0.9%.......0.0% Primary Drive..........................8.3%.......3.0% Renthal .................................14.8%.......0.0% SideWinder.............................6.5%.......0.0% Sunline....................................2.8%.......9.1% Sunstar ...................................9.3%.......0.0% Super sprox............................2.8%.....48.5% Tag..........................................0.9%.....12.1% Vortex .....................................0.0%.......0.0% Stock ....................................38.9%.....22.9% Other ....................................14.8%.......0.0%

VEHICLE OWNERSHIP

How many ATV's do you own? 1............................................35.3%.....36.8% 2............................................32.4%.....30.9% 3............................................17.3%.....16.2% 4+ .........................................15.1%.....16.2% What year is your newest ATV? 2011........................................5.8%.......0.0% 2010........................................7.2%.....25.4% 2009 .....................................14.4%.....11.9% 2008 .....................................15.8%.....22.4% 2007 .....................................12.9%.......7.5% 2006 .....................................11.5%.....10.4% 2005 .....................................10.8%.......7.5% 2004........................................7.2%.......3.0% 2003 or earlier ......................14.4%.......1.5% What brand is your newest ATV? Apex .......................................0.7%.......0.0% Arctic Cat ...............................2.9%.......0.0% Bombardier ............................3.6%.......5.7% Can-Am ..................................6.4%.......2.9% E-Ton ......................................0.0%.......7.1% Honda...................................25.7%.......0.0% Kawasaki..............................11.4%.....20.0% Kymco ....................................0.0%.......5.7% KTM........................................0.0%.......0.0% Polaris...................................15.7%.......1.4% Suzuki.....................................7.1%.....14.3% Yamaha ................................26.4%.....15.7% Other.......................................0.0%.....27.1% What type is your newest ATV? Sport 2WD ...........................61.1%.......0.0% Utility 2WD .............................1.7%.....40.0% Sport 4x4................................3.9%.......4.3% Utility 4x4 .............................24.9%.......8.6% Side by Side...........................7.0%.....38.6% Entry-Level .............................0.0%.......7.1% Youth ......................................1.3%.......0.0% What engine type is your newest ATV? 2-stroke ..................................3.8%.......0.0% 4-stroke ................................96.2%.......6.1% What size is your newest ATV? 50-79cc ..................................0.8%.......0.0% 89-90cc ..................................0.8%.......0.0% 125-199cc ..............................0.0%.......4.3% 200-299cc ..............................3.8%.......2.9% 300-399cc............................12.1%.......4.3% 400-499cc............................38.6%.......7.2% 500-599cc............................13.6%.....37.7% 600cc......................................4.5%.......8.7% 700+cc .................................25.8%.......7.2% Which of these factors influenced you most when you bought your ATV? Mag test results ...................22.9%.......0.0% Factory cont program ............1.5%.....43.9% Dealer support .......................5.9%.......4.5% Previous brand exp..............26.8%.....18.2% Price .....................................21.5%.....43.9% Friend's recommend............12.7%.....56.1% Showroom avail .....................2.4%.....18.2% Factory race results ...............3.4%.....15.2% Parent's recommend .............1.5%.......7.6% Dealership recommend .........1.5%.......4.5% Do you influence your friends on what ATV they should buy? Yes .......................................73.2%.......0.0% No.........................................26.8%.....82.1% Do you plan to buy an ATV in the next 12 months? Yes........................................45.9%.......0.0% No ........................................54.1%.....43.8% What brand do you plan to buy? Arctic Cat ...............................0.0%.......3.2% Can-Am................................10.8%.......6.5% E-Ton ......................................0.0%.....19.4% Honda...................................32.3%.....16.1% Kasea .....................................0.0%.......0.0% Kawasaki................................9.2%.......0.0% KTM........................................1.5%.....12.9% Kymco ....................................0.0%.......3.2% Polaris...................................13.8%.....29.0% Suzuki.....................................3.1%.......9.7% Yamaha ................................23.1%.......0.0% Other.......................................0.0%.....41.9% Undecided..............................6.2%.......0.0% What type of ATV will you buy? Sport 2WD ...........................31.3%.......9.7% Utility 2WD .............................3.0%.....41.9%

What type of engine will it have? 2-stroke ..................................1.6%.......0.0% 4-stroke ................................96.9%.......0.0% Undecided..............................1.6%.......0.0% What size will you buy? 50-79cc ..................................0.0%.......0.0% 80-99cc ..................................1.5%.......0.0% 100-199cc ..............................0.0%.......0.0% 200-299cc ..............................4.6%.......0.0% 300-399cc ..............................4.6%.......6.5% 400-499cc............................23.1%.....25.8% 500-599cc............................13.8%.....19.4% 600-700cc............................20.0%.....16.1% 700+cc .................................24.6%.....29.0% Undecided..............................7.7%.......3.2% How do you use your ATV(s)? Off road fun riding................53.8%.....14.1% Farm vehicle.........................13.0%.......0.0% Hunt/fish/camp ....................22.3%.......9.2% Racing ..................................10.9%.....23.1% What types of terrain do you ride on? Desert .....................................7.1%.....46.2% Sand dunes............................8.7%.....92.3% Mud/swamp.........................16.8%.....53.8% Snow/ice ..............................16.8%.......0.0% Trails/forests.........................34.4%.......7.5% Farmland ..............................16.1%.....20.9% How many of your family members also ride? 1..............................................9.9%.......7.5% 2............................................23.2%.....20.7% 3............................................23.2%.....13.4% 4+ .........................................29.6%.....35.8% None.....................................14.1%.....22.4% Do you compete in organized races? Yes........................................15.8%.....40.9% No.........................................84.2%.......4.5% What type of racing do you compete in? Motocross ............................10.9%.......4.5% Desert/baja.............................8.7%.....13.6% Cross Country/ Hare scrambles.................37.0%.......0.0% Flattrack .................................2.2%.....22.7% Sand drags...........................13.0%.....22.7% Ice racing................................8.7%.......0.0% ATV pulls.................................8.7%.....82.1% Mud bogs.............................10.9%.....17.9% Do you own a pickup truck? Yes........................................86.0%.....17.9% No.........................................14.0%.......0.0% What brand pickup truck do you own? Chevrolet..............................40.6%.....23.2% Honda.....................................0.8%.....26.8% Nissan.....................................1.6%.....12.5% Dodge...................................15.6%.......0.0% Ford ......................................30.5%.....17.9% GMC .......................................4.7%.......0.0% Mazda.....................................0.8%.......0.0% Toyota.....................................3.9%.....56.9% Other.......................................1.6%.....36.9% What other vehicles do you own? Car........................................20.7%.....12.3% SUV ......................................19.8%.....20.0% RV/Camper.............................6.3%.....26.2% Travel trailer ............................3.0%.......9.2% Motorcycle trailer .................13.0%.....29.2% Off -road motorcycle..............5.2%.......6.2% Side by Side...........................2.2%.....15.4% Street motorcycle...................7.6%.....32.3% Snowmobile ...........................5.2%.....20.0% Personal watercraft................2.2%.....12.3% Mountain bike ........................9.5%.......0.0% RC car ....................................3.5%.......0.0% BMX bike................................1.9%.....19.0% PARTS AND ACCESSORIES What is your main source of information for purchasing parts and accessories? Ads in ATV............................24.5%.....3.20% Catalogs ...............................19.8%.......0.0% Editorial in ATV .......................8.0%.......0.0% Friends....................................3.8%.......1.6% Other mags ............................5.5%.....52.4% At competitions......................0.4%.....3.20% Bike shop ...............................5.5%.......3.2% Internet .................................30.8%.......0.0% Other.......................................1.7%.......2.0%

Does your ATV dealer stock the parts and accessories you want to buy? Yes........................................36.2%.......0.0% No.........................................63.8%.......3.9% On average, how much do you spend on parts and accessories for your ATV each month? $400+ .....................................2.2%.....11.8% $300-$399..............................2.9%.....27.5% $200-$299..............................5.8%.....56.9% $100-$199............................26.8%.......0.0% Less than $100 ....................62.3%.....44.0% Have you ever purchased products from ads in ATV Action Yes .......................................62.8%.......0.0% No.........................................37.2%.......0.0% What complete exhaust have you purchased for your 4-stoke? Aaen .......................................1.4%.......8.1% Big Gun ..................................0.7%.......0.0% Cobra......................................0.7%.......0.0% CT...........................................2.1%.......0.0% Curtis Sparks .........................1.4%.......2.7% DG ..........................................4.1%.......2.7% DMC .......................................0.7%.......0.0% Dr.D.........................................0.7%.......0.0% DRI Fat Boy............................0.7%.......8.1% Eddie Sanders........................0.0%.....13.5% FMF ........................................7.5%.......0.0% HMF........................................3.4%.......0.0% Hot Seat .................................0.0%.......2.7% Leo Vince................................0.0%.......0.0% LRD.........................................0.7%.......0.0% LEXX.......................................1.4%.......0.0% Paul Turner .............................0.7%.......5.4% Pro Aluminum.........................0.7%.......0.0% Pro Circuit ..............................1.4%.......0.0% Riva.........................................0.0%.......0.0% Rocket ....................................0.0%.......2.7% Ron Woods ............................0.0%.......2.7% SuperTrapp ............................2.1%.......2.7% Two brothers ..........................0.0%.......5.4% Trinity ......................................0.0%.......2.7% Vitos........................................0.0%.....16.2% Yoshimura ..............................0.0%.....16.2% Slip-on ....................................0.0%.......8.1% Other.......................................0.0%.......3.0% What exhaust silencer have you purchased? Aaen .......................................0.7%.......0.0% Big Gun ..................................0.7%.......0.0% CT...........................................1.4%.......0.0% DG ..........................................2.2%.......0.0% DMC .......................................0.7%.......9.1% Dr. D........................................2.2%.....15.2% FMF .......................................8.0%.......3.0% HMF........................................5.1%.......0.0% LRD.........................................0.7%.......0.0% LEXX.......................................0.7%.......6.1% Paul Turner .............................0.0%.......0.0% Pro Aluminum.........................0.7%.......0.0% Pro Circuit ..............................0.7%.......3.0% Ron Woods ............................0.0%.......3.0% SuperTrapp ...........................2.9%.......3.0% Toomey...................................0.7%.......6.1% Two Brothers ..........................0.0%.....15.2% Trinity ......................................1.4%.......6.1% Yoshimura ..............................3.6%.....21.2% Stock ....................................10.1%.........0.% Other.......................................5.1%.......5.9% None.....................................52.2%.......0.0% What handlebars have you purchased? Answer/Pro Taper ................15.7%.......5.9% Azonic.....................................0.9%.......2.9% DG ..........................................1.7%.......0.0% Fasst.......................................1.7%.......0.0% Fly ...........................................2.6%.....29.4% Moose ....................................3.5%.......2.9% O'Neal ....................................0.9%.......2.9% Renthal .................................20.9%.......0.0% Sunline....................................0.0%.....38.2% Tag..........................................2.6%.......0.0% Tusk ........................................0.9%.....11.8% Stock ....................................31.3%.......0.0% Other ....................................17.4%.......0.0%

- Online survey results are displayed in the gray column -

What chains have you purchased? D.I.D......................................20.4%.......8.6% EK ...........................................1.8%.......5.7% KMC .......................................0.9%.......2.9% Moose ....................................0.9%.....11.4% Primary Drive..........................6.2%.......8.6% Regina ....................................2.7%.......0.0% Renthal .................................10.6%.......0.0% RK...........................................4.4%.......0.0% SideWinder.............................3.5%.....31.4% Sunline....................................0.0%.......8.6% Stock ....................................34.5%.......0.0% Other ....................................14.2%.......0.0% What grips have you purchased? Answer ...................................5.6%.......0.0% ODI .........................................4.9%.......8.1% O'Neal ....................................3.5%.....21.6% Oury........................................8.4%.....16.2% Pro-Grip..................................8.4%.......2.7% Renthal .................................11.9%.......0.0% Scott.....................................18.2%.....24.3% Smith ......................................1.4%.....10.8% Sunline....................................0.7%.......0.0% Stock ....................................21.0%.......0.0% Other ....................................16.1%.......2.3% What air filter have you purchased? DTI ..........................................0.0%.......0.0% Filtron......................................0.0%.......0.0% K&N ......................................37.7%.....18.2% PC Racing ..............................0.0%.......0.0% Pro Filter .................................1.8%.....25.0% Twin-Air...................................7.8%.......9.1% No Toil.....................................3.6%.......6.8% Uni-Filter...............................22.8%.......0.0% Stock ....................................23.4%.......2.4% Other.......................................3.0%.......2.4% What front tires have you purchased? AMS........................................0.6%.......4.8% Carlisle....................................6.2%.......0.0% Cheng Shin ............................0.6%.......0.0% Dunlop....................................7.4%.......0.0% Duro........................................0.6%.......2.4% DWT........................................0.0%.......0.0% Goodyear ...............................0.6%.....33.3% Greenball ................................0.6%.....11.9% High Lifter...............................0.6%.......2.4% ITP ........................................28.4%.....14.3% Kenda .....................................8.0%.......0.0% Maxxis ..................................18.5%.......2.4% Sand Tires Unltd ....................1.9%.....14.3% Skat Trak ................................1.9%.......7.1% STI ..........................................2.5%.......0.0% Stock ....................................13.6%.......2.3% Other.......................................8.0%.......0.0% What rear tires have you purchased? AMS........................................1.2%.......2.3% BKT.........................................0.6%.......0.0% Bridgestone............................0.0%.......2.3% Carlisle....................................6.1%.......2.3% Cheng Shin ............................1.2%.......0.0% Dunlop....................................8.0%.......0.0% Duro Tire.................................0.6%.......2.3% Goodyear ...............................1.2%.....30.2% Greenball ................................1.2%.......0.0% High Lifter...............................0.0%.....11.6% ITP ........................................30.7%.....16.3% Pirelli .......................................1.2%.......0.0% Kenda .....................................4.9%.......0.0% Maxxis ..................................14.7%.......4.7% Ohtsu......................................1.8%.......0.0% Sand Tires unltd.....................1.2%.......0.0% Skat Trak ................................2.5%.....14.0% STI ..........................................1.8%.......7.0% Stock ....................................11.7%.....50.0% Other.......................................9.2%.....17.4% How many pairs of tires do you buy a year? 1............................................26.1%.......0.0% 2............................................14.5%.......4.3% 3..............................................2.2%.....28.3% 4..............................................1.4%.......0.0% 5+ ...........................................1.4%.......4.8% Less than one.......................54.3%.......0.0% www.atvaction.net 17


ATV ACTION MAGAZINE

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What wheels have you purchased? AMS........................................0.8%.....2.40% Condor ...................................0.0%.......0.0% DWT........................................7.9%.....33.3% Hiper.......................................1.6%.......0.0% High Lifter...............................0.8%.......2.4% ITP ........................................30.7%.......0.0% Motosport Alloy......................0.8%.......0.0% OMF........................................1.6%.......0.0% RIS Design .............................0.0%.......2.4% STI ..........................................2.4%.....35.7% Super Grip..............................0.0%.......7.1% Stock ....................................43.3%.......2.7% Other ....................................10.2%.......0.0%

One Industries........................8.6%.......0.0% Pro Circuit ..............................1.0%.....32.7% Verde Powersports ................0.0%.....67.3% Stock/OEM...........................54.3%.......0.0% Other ....................................26.7%.....26.5%

Shoei ......................................2.7%.......8.5% Suomy ....................................0.0%.......0.0% Thor ........................................4.3%.....10.6% Troy Lee..................................1.1%.......2.1% Xtreme ....................................0.0%.......0.0% Z1R.........................................1.1%.......0.0% Other ....................................13.6%.....10.6% None.......................................4.3%.......8.5%

TUF.........................................0.0%.....45.2% Xtreme ....................................0.0%.....15.5% Other.......................................0.0%.....17.9% None.....................................81.1%.....21.4%

What brake pads have you purchased? Braking ...................................0.8%.......0.0% DP/Dunlop..............................2.3%.......0.0% EBC ......................................39.8%.......2.7% EPI ..........................................2.3%.......2.7% Ferodo ....................................0.0%.......2.7% Galfer......................................2.3%.......0.0% Moose ....................................4.5%.......0.0% Streamline ..............................0.8%.....32.4% Tusk ........................................2.3%.......2.7% Stock ....................................39.1%.......2.9% Other.......................................6.0%.......0.0%

What aftermarket products have you purchased for your ATV/UTV? Air filter ...................................9.7% Auto clutch .............................0.5% Brush guard ...........................3.5% Bumper...................................5.2% Chain/sprocket.......................4.5% Cleaning product ...................5.3% Drink system ..........................1.5% Exhaust ..................................5.7% Front/rear brake .....................3.2% Fuel-injection module ............1.1% GPS ........................................1.5% Grips.......................................7.6% Handguard/roost....................3.7% Handlebar/steering wheel......3.9% Helmet camera.......................1.2% Kill switch ...............................1.9% Lift Kit .....................................0.5% Lighting...................................2.9% Lubrication .............................4.5% Rear axle ................................1.2% Roll cage ................................0.0% Seat ........................................1.3% Seat cover ..............................2.0% Shock/suspension .................2.3% Skid plate ...............................5.0% Steering damper ....................0.9% Tire repair/inflation product ...6.8% Wheel/tire ...............................7.7% Winch .....................................4.9%

What nerf bars have you purchased? AC...........................................6.0%.......2.9% Answer ...................................0.0%.......2.9% Blingstar .................................0.0%.......0.0% DG ..........................................8.3%.....14.7% IMS/Roll Design .....................0.0%.......8.8% Pro Aluminum.........................2.3%.......2.9% Pro Amor ................................6.8%.....20.6% Tusk ........................................9.0%.....23.5% UM Performance....................0.0%.....14.7% Stock ......................................7.5%.......0.0% None.....................................57.9%.....15.2% Other.......................................2.3%.......4.3% What brand of 4-stroke oil do you use? Amsoil...................................13.2%.....19.6% Bel-Ray...................................1.9%.......4.3% Castrol ....................................6.3%.......0.0% Hondaline .............................15.7%.......4.3% Kawasaki................................3.1%.......6.5% Maxima...................................1.9%.......2.2% Mobil 1....................................5.7%.......0.0% Motorex ..................................0.0%.......0.0% Motul ......................................1.3%.......2.2% Pennzoil..................................2.5%.......0.0% Quaker State ..........................2.5%.......0.0% Silkolene.................................0.6%.......6.5% Spectro...................................1.3%.....13.0% Panolin....................................0.0%.....15.2% Valvoline .................................7.5%.......0.0% Yamalube .............................18.2%.......0.0% Other ....................................15.1%.......7.4% None.......................................3.1%.....11.1% What brand of 2-stroke oil do you use? Amsoil...................................10.2%.......0.0% Bel-ray ....................................4.2%.......3.7% Castrol ....................................0.8%.......0.0% Hondaline ...............................1.7%.......7.4% Kawasaki................................1.7%.......0.0% Maxima...................................1.7%.......3.7% Motul ......................................0.8%.......0.0% Motorex ..................................0.8%.......0.0% Pennzoil..................................0.8%.......0.0% PJ1 .........................................2.5%.......3.7% Silkolene.................................0.0%.......7.4% Spectro...................................0.8%.....11.1% Valvoline .................................0.0%.....44.4% Yamalube .............................10.2%.......0.0% Other.......................................4.2%.....10.8% None.....................................59.3%.......8.1% What brand gearbox oil do you use? Amsoil...................................14.2%.....13.5% Bel-Ray...................................5.2%.......5.4% Castrol ....................................3.7%.......8.1% HP-2 .......................................5.2%.......2.7% Lucas......................................7.5%.......0.0% Maxima...................................2.2%.......2.7% Mobil 1....................................5.2%.......5.4% Motorex ..................................0.7%.......0.0% Motul ......................................0.7%.......2.7% Pennzoil..................................5.2%.......0.0% PJ1 .........................................1.5%.....13.5% Silkolene.................................0.0%.....16.2% Spectro...................................2.2%.......0.0% Yamalube .............................20.1%.......3.6% Other ....................................26.1%.....14.3% What graphics have you purchased? Decal Works ...........................1.0%.......7.1% Factory Effex ..........................4.8%.......0.0% FMF ........................................2.9%.......0.0% Invision ...................................0.0%.....60.7% N-Style ...................................1.0%.....14.3% 18 www.atvaction.net

Have you had your suspension modified? Yes .......................................19.7% No.........................................80.3% Have you modified your engine in any way? Yes........................................31.6% No.........................................68.4%

RIDING GEAR What is your main source of info for purchasing riding gear? Ads in ATV............................24.4%.......0.0% Catalogs ...............................25.6%.......2.4% Editorial in ATV .......................7.2%.....40.5% Friends....................................5.6%.......7.1% Other mags ............................3.3%.......0.0% At competitions......................0.6%.......2.3% Bike shop ...............................6.7%.......9.3% Internet .................................22.8%.....51.2% Other.......................................3.9%.....23.3% Where do you purchase the majority of your riding gear? Ads in ATV ..............................8.0%.......0.0% Mail order .............................21.5%.......0.0% Internet .................................34.4%.......2.1% ATV dealer ............................25.2%.......2.1% ATV shop ................................8.6%.......0.0% Other.......................................2.5%.......0.0% How much do you spend on riding gear and apparel during the year? $1500+ ...................................0.0%.....10.6% $1200-$1499..........................0.0%.....12.8% $1000-$1199..........................0.0%.....68.1% $800-$999..............................0.7%.......0.0% $600-$799..............................2.2%.......4.3% $400-$599..............................5.8%.......0.0% $250-$399............................13.7%.......0.0% $249 or less..........................77.7%.......0.0% What brand of helmet have you purchased? Answer ...................................2.2%.......4.3% Arai .........................................0.5%.......0.0% ARC ........................................1.1%.......0.0% AXO ........................................0.5%.......0.0% Bell........................................11.4%.......2.1% Fly ...........................................4.3%.......6.4% Fox........................................14.1%.......8.5% Four ........................................0.5%.......0.0% HJC ......................................27.2%.....17.0% Hondaline ...............................1.1%.......0.0% KBC ........................................2.7%.......4.3% Klim.........................................0.5%.......0.0% M2R........................................0.5%.......6.4% MSR........................................0.5%.......2.1% Ocelot.....................................0.5%.......0.0% One Industries........................0.0%.......2.1% One.........................................0.0%.......0.0% O'Neal ....................................4.3%.......6.4% SoCal......................................0.0%.......0.0% SixSixOne...............................0.5%.......2.1%

What brand of goggles have you purchased? Answer ...................................1.6%.......6.8% Fly ...........................................0.5%.......9.1% Fox..........................................7.6%.......0.0% Oakley ..................................13.0%.......0.0% Pro Grip ..................................3.2%.......2.3% Scott.....................................37.3%.......6.8% Smith ....................................10.3%.......9.1% Spy .........................................5.9%.......0.0% Thor ........................................4.3%.......0.0% Utopia.....................................0.0%.......2.3% Other ......................................7.0%.......0.0% None.......................................9.2%.......0.0% What brand of gloves have you purchased? Acerbis ...................................0.5%.......0.0% Answer ...................................5.6%.....18.6% ARC ........................................0.5%.......0.0% AXO ........................................1.5%.......4.7% Azonic.....................................0.0%.......4.7% Fly ...........................................4.6%.......2.3% Four ........................................1.5%.......7.0% Fox........................................23.9%.......0.0% MSR........................................4.6%.......0.0% No Fear...................................3.6%.......2.3% Ocelot.....................................1.0%.....18.6% O'Neal ....................................6.1%.......2.3% Pro Grip ..................................2.0%.....11.6% SixSixOne...............................0.5%.....16.3% Shift ........................................3.6%.......0.0% Thor ......................................10.2%.......4.8% Troy Lee..................................1.0%.......0.0% Other ....................................15.7%.......0.0% None.....................................13.7%.....16.7% What brand of boots have you purchased? Acerbis ...................................0.7%.......0.0% Answer ...................................0.7%.......7.1% ARC ........................................2.0%.......4.8% AXO ........................................2.0%.......0.0% Alpinestars .............................8.1%.......0.0% Fly ...........................................6.0%.......0.0% Four ........................................0.7%.......2.4% Fox..........................................8.7%.......0.0% Gaerne....................................4.0%.......0.0% MSR........................................0.7%.......9.5% Ocelot.....................................0.7%.....16.7% O'Neal ....................................5.4%.....35.7% Sidi..........................................1.3%.......0.0% TCX.........................................0.0%.......4.9% Thor ........................................8.7%.......0.0% Other ....................................11.4%.......2.4% None.....................................38.9%.......0.0% What brand of riding pants have you purchased? Acerbis ...................................0.6%.....12.2% Answer ...................................5.0%.......0.0% ARC ........................................1.1%.......0.0% AXO ........................................1.1%.......4.9% Azonic.....................................0.0%.......2.4% Fly.........................................10.0%.......2.4% Fox........................................14.4%.......7.3% Klim.........................................0.6%.......0.0% MSR........................................3.3%.......4.9% No Fear...................................2.2%.....14.6% Ocelot.....................................1.1%.......0.0% O'Neal ....................................3.9%.......0.0% Pro Grip ..................................0.6%.......4.9% SoCal......................................0.0%.....34.1% Shift ........................................3.9%.......0.0% Thor ........................................8.3%.......2.8% Troy Lee..................................1.1%.......2.8% Xtreme ....................................0.6%.......2.8% Other.......................................7.2%.......2.8% None.....................................35.0%.......2.8% What brand of shoulder pads have you purchased? Acrebis ...................................2.1%.....13.9% ARC ........................................1.4%.......0.0% Answer ...................................0.7%.......5.6% EVS.........................................0.0%.......2.8% Fly ...........................................2.1%.......0.0% Fox..........................................6.3%.......0.0% Four ........................................0.0%.......2.8% Thor ........................................3.5%.......0.0% MSR........................................2.1%.......0.0% No Fear...................................0.7%.......0.0% SixSixOne...............................0.0%.......2.8% SoCal......................................0.0%.....63.9%

- Online survey results are displayed in the gray column -

PROFILE How often do you buy ATV Action magazine? 1-4/year................................11.5%.....21.4% 5-8/year................................10.1%.....26.2% 9-12/year..............................12.9%.....19.0% Subscribe .............................65.5%.......7.1% How many besides yourself look through your copy of ATV Action? None.......................................8.6%.......1.2% 1............................................27.3%.......0.0% 2............................................24.5%...100.0% 3............................................14.4%.......0.0% 4............................................10.8%.......0.0% 5..............................................7.2%.......2.4% 6+ ...........................................7.2%.......4.9% What is your gender? Male......................................95.7%.......7.3% Female....................................4.3%.....14.6% How old are you? under 12 .................................0.0%.....22.0% 12-15 ......................................3.6%.......9.8% 16-20 ......................................2.9%.......0.0% 21-24 ......................................4.4%.....57.1% 25-29 ....................................11.7%.....42.9% 30-39 ....................................24.8%.......0.0% 40-49 ....................................21.9%.....22.5% 50+ .......................................30.7%.....22.5% Are you married? Yes .......................................68.4%.....12.5% No.........................................31.6%.....17.5% What is your total yearly household income? Under $30k ..........................12.8%.......7.5% $30k-$50k ............................23.3%.......0.0% $50k-$70k ............................18.8%.....39.5% $70k-$90k ............................20.3%.......7.9% $90k-$120k ..........................13.5%.....44.7% $120k-$150k ..........................6.8%.......7.9% $150k+ ...................................4.5%.......0.0% If you are over 18, what is your level of education? High school grad..................53.9%.....15.0% Attending college ...................3.5%.....62.5% College grad.........................26.2%.....77.5% Other ....................................16.3%.....65.0% What other sports/activites do you participate in? Truck off-roading....................8.4%.....30.0% RC Cars..................................5.1%.....30.0% Hunting.................................16.0%.....30.0% Fishing..................................16.4%.....12.5% Camping...............................21.7%.....15.0% Boating ...................................8.4%.....10.0% Mountain biking .....................6.9%.......0.0% off-road Motorcycle riding .....7.3%.....37.8% Personal watercraft................3.1%.....32.4% Snowboarding........................2.2%.....27.0% Snow Skiing ...........................1.1%.......5.4% Running ..................................3.3%.......8.1% What type of video game system do you own? Playstation 1or 2 ..................14.5%...21.60% Playstation 3...........................9.7%.....5.40% Nintendo Wii.........................18.8%.....8.10% Dreamcast..............................1.4%.......0.0% X Box......................................5.3%.......0.0% 360 X Box.............................13.0%.......0.0% Use computer ......................11.6%.......0.0% Other.......................................3.4%.......0.0% None.....................................22.2%.......0.0% What would you most like to see in ATV Action? more same less New ATV tests..................46%....52% .....1% ATV comparisons.............51%....43% .....3% ATV hop-up how-tos ......57%....33% .....5% New product tests ...........50%....46% .....2% Riding how-tos ................32%....46% ...11% Where to ride articles.......58%....31% .....5% Outdoor adventures ........44%....36% ...10% Utility/Farming..................22%....29% ...25% Racing ATV tests..............17%....38% ...22% ATV rave coverage.............9%....39% ...26% Technical articles .............54%....37% .....5% ATV festival coverage ......28%....51% ...10% Exotic/trick ATV's.............24%....39% ...18%


COVERS & POSITIONS

GENERAL ADVERTISING RATES BLACK & WHITE

1X

3X

6X

12X

1 Page .........................$3040 .........$2940 ...........$2840 ...........$2715 2/3..................................2430 ...........2355 .............2310 .............2160 1/2..................................1920 ...........1860 .............1780 .............1700 1/3..................................1365 ...........1335 .............1270 .............1210 1/4..................................1070 ...........1025 ...............995 ...............945 1/6....................................755 .............720 ...............695 ...............660

BLACK & ONE COLOR 1 Page .........................$3830 .........$3695 .......... $3570 ...........$3425 2/3..................................3250 ...........3145 .............3035 .............2920 1/2..................................2760 ...........2670 .............2585 .............2450 1/3..................................2180 ...........2105 .............2035 .............1960

FOUR-COLOR 1 Page .........................$4905 ........ $4755 ...........$4595 ...........$4420 2/3..................................4320 ...........4170 .............4030 .............3895 1/2..................................3830 ...........3695 .............3570 .............3425 1/3..................................3260 ...........3195 .............3080 .............2940

Non-cancellable after 30 days before closing. Covers fullpage only. Orders for covers other than full-color cannot be confirmed before closing date. Other guaranteed position, when available, add 15%. Publisher reserves the right to give better position than specified in the order at no increase in rate. CV2 CV3 CV4

Add 10% to General 1 Page Four-Color rate Add 5% to General 1 Page Four-Color rate Add 15% to General 1 Page Four-Color rate

* Turn to page 36 for ad specifications and page 40 for contact information. * Insertion orders required on or before space deadline. ** Material received after deadline is subject to late charges.

NEW ADVERTISERS ARE REQUIRED TO PAY THE FIRST THREE MONTHS IN ADVANCE TO ESTABLISH CREDIT.

SHOWCASE RATES All Showcase rates are net. Payment must accompany copy for new advertisers. Ads may be submitted camera-ready or be prepared by Hi-Torque. When they are prepared by Hi-Torque, material must be received three (3) days before the material deadline. 1X 3X 6X 12X B&W Color

B&W Color

B&W Color

1/6 page ...$485 635 .....$450 600 .....$410 3-inch .......$435 560 .....$405 530 .....$365 2-inch .......$310 410 .....$285 385 .....$265 1-inch ........$250 350 .....$230 330 .....$210 Word ads: $2.00 per word, with $54.00 min.

B&W Color

560 .......$355 490 .......$320 365 .......$230 310 .......$185

505 445 330 285

MAIL-ORDER ADVERTISING RATES BLACK & WHITE

1X

3X

6X

12X

1 Page...........................$2180 ..........$2100 ..........$2015 ..........$1945 2/3..................................1695 ............1630 ............1575 ............1520 1/2...................................1345 ............1295 ............1245 ............1195 1/3.....................................920 ..............875 ..............845 ..............815 1/4.....................................775 ..............740 ..............720 ..............680 1/6.....................................570 ..............555 ..............520 ..............510

MAIL-ORDER ADVERTISING

BLACK & ONE COLOR 1 Page...........................$3105 ..........$3080 ......... $2995 ..........$2920 2/3...................................2650 ............2625 ............2535 ............2495 1/2...................................2335 ............2325 ............2250 ............2200 1/3...................................1870 ............1860 ............1795 ............1760

Any advertiser doing in excess of 50% of his total business by the sale of merchandise through the mail, making a direct offer to the consumer of merchandise and/or a mail-order catalog, and who states the exact price of the merchandise and postage instructions, may qualify for mail-order rates. Mail-order ads must contain information for ordering directly from the advertiser.

FOUR-COLOR 1 Page...........................$3925 ......... $3860 ..........$3740 ..........$3650 2/3...................................3490 ............3415 ............3320 ............3255 1/2...................................3140 ............3080 ............2995 ............2935 1/3...................................2695 ............2660 ............2570 ............2525

To reserve space, send copy and remittance to: SHOWCASE ADVERTISING, ATV Action, Hi-Torque Publications Inc., 25233 Anza Drive, Valencia, CA 91355

DISCOUNTS FREQUENCY DISCOUNT: Rates are determined by number of issues contracted for and used within a 12-month period.

* MULTIPLE INSERTION DISCOUNT: Based on total page commitment for one year in all Hi-Torque titles. 14 pages - 2% 18 pages - 4% 24 pages - 6% 36 pages - 8% 48 pages - 10%

MULTIPLE MAGAZINE DISCOUNT: 2 Magazine Buy: 5% 3 Magazine Buy: 10% 4 or more Magazine Buy: 15% AGENCY DISCOUNT: 15% **Prepay Discount: 15%

* Advertisers scheduling space one-third page or larger in two or more Hi-Torque magazines may qualify for a multiple discount. This discount is applied to the total cost of each insertion. All ads must run same size and color in same cover date month. Copy may vary on each ad. Hi-Torque titles eligible for multiple magazine buys are Dirt Bike, Motocross Action, Dirt Wheels, 4- Wheel ATV Action, Mountain Bike Action, BMX Plus!, Road Bike Action.

ISSUANCE & CLOSING DATES Hi-Torque ad material deadlines are for press-ready digital files only. While every attempt is made by the Publisher to keep the on-sale dates as published, circumstances beyond our control may occur and publications may be received earlier or later than our published on-sale dates. Subscriptions are usually mailed by the printer two or three weeks prior to on-sale dates. COVER DATE

SPACE MATERIAL DEADLINE* DEADLINE**

ON-SALE DATE

January 2012 ...........10-20-2011 .......10-27-2011 .......12-15-2011 February 2012..........11-21-2011 .......11-30-2011 .........1-19-2012 March 2012 ..............12-19-2011 .......12-27-2011 .........2-16-2012 April 2012...................1-19-2012 .........1-26-2012 .........3-15-2012 May 2012 ...................2-22-2012 .........2-29-2012 .........4-19-2012 June 2012 ..................3-22-2012 .........3-29-2012 .........5-17-2012 July 2012....................4-18-2012 .........4-25-2012 .........6-14-2012 August 2012...............5-17-2012 .........5-24-2012 .........7-12-2012

COVER DATE

SPACE MATERIAL DEADLINE* DEADLINE**

ON-SALE DATE

September 2012 ........6-19-2012 .........6-26-2012 .........8-16-2012 October 2012 .............7-24-2012 .........7-31-2012 .........9-20-2012 November 2012 .........8-21-2012 .........8-28-2012 .......10-18-2012 December 2012 .........9-24-2012 .........10-1-2012 .......11-22-2012 January 2013 ...........10-22-2012 .......10-29-2012 .......12-20-2012 February 2013..........11-21-2012 .......11-30-2012 .........1-24-2013 March 2013 ..............12-20-2012 .......12-31-2012 .........2-21-2013

www.atvaction.net 19


UTV ACTION IS THE LARGEST, FASTEST-GROWING TITLE AIMED AT UTV ENTHUSIASTS.

Bound as a magazine within ATV Action, UTV Action reaches more than 150,000 enthusiastic readers each month. UTV owners enjoy customizing and modifying their sophisticated vehicles as much as driving them for pleasure and racing them, making UTV Action a key reference in their vehicle and product-buying decisions. The booming UTV market just keeps growing as off-road enthusiasts continue to buy the exciting new machines from the manufacturers. Along with the popular Rhinos, Teryxs and Big Reds, Polaris has introduced 15 UTV models to its 2012 lineup. In addition to the gutsy RZR XP 900, there’s also a lower-priced 570 that is already a big hit. Can-Am has been getting much attention with its line of Commanders, and Arctic Cat continues to impress with its Prowlers and the amazing new Wild Cat. Despite UTV Action’s massive circulation, the appeal of its outstanding photography and the credibility that comes with its association with ATV Action, it offers affordable rates that allow advertisers to reach this rich, growing market affordably, supported by respected, product-heavy editorial.

MAIL-ORDER ADVERTISING FOUR-COLOR 1X 3X 6X 12X 1 page .......................$1,820 .....$1,760.........$1,700 .......$1,550 2/3 .............................$1,430 .....$1,390 ........$1,345 ......$1,200 1/2 .............................$1,220 ..... $1,180 .......$1,140 ......$1,000 1/3 .............................$910 ........$880 ...........$850 .........$825 1/4 .............................$770 ........$750 ...........$725 .........$700 1/6 .............................$580 ........$560 ...........$545 .........$505 BLACK & WIHTE 1X 3X 6X 12X 1 page .......................$1,100 .....$1,070.........$1,035 .......$1,000 2/3 .............................$880 ........$850............$820 ..........$800 1/2 .............................$735 ........$710............$690 ..........$670 1/3 .............................$555 ........$535............$520 ..........$500 1/4 .............................$460 ........$450............$440 ..........$425 1/6 .............................$360 ........$340............$330 ..........$320 20 www.atvaction.net


www.atvaction.net 21


• Instant press releases for our media partners. • Immediate product reviews. • Team race results. • Sponsored events. • New hires, etc.

DISCOUNTS: 1) Web-only Advertisers If you add a second website, 10% discount on both placements. 2) Web-only Advertisers If you add all three websites, 15% discount on all placements. 3) In-Paper Magazine & adding 1 Website 15% off website placements. 4) In-Paper Magazine & adding 2 Websites 20% off website placements.

WEBSITE ADVERTISING REQUIREMENTS File Types Accepted: Animated GIF or JPG, Flash SWF. Ad File Size: 20k maximum: GIF/JPG, 30k maximum: Flash Animation: Yes. For animated GIF / JPG / Flash / SWF ads that contain the following: a. Maximum number of complete frame sequences, rotations: 3 b. Maximum 4 frames per sequence c. Minimum time between each new frame within each sequence: 2 seconds. Maximum: 10 seconds. Video: No Audio: No Third-Party Ad Serving: Yes. Ad Lead Time: Three business days for review and testing.

Minimum three months commitment required for all website advertising. Call for pricing.

ONLINE ADVERTISING POSITIONS: POSITION 1 POSITION 5 Home Page & 100% Internal Pages: Leaderboard ad / 728 x 90 pixels

Home Page & 100% Internal Pages: 300 x 100 pixels Half Banner ad

POSITION 2

POSITION 6

Home Page & 100% Internal Pages: 300 x 100 pixels Half Banner ad:

Home Page & 100% Internal Pages: 300 x 100 pixels Half Banner ad:

POSITION 3

POSITION 7

Home Page & 100% Internal Pages: 300 x 100 pixels Half Banner ad:

Home Page & 100% Internal Pages: Skyscraper ad / 160 x 600 pixels

POSITION 4

SKINS POSITION 8

Home Page & 100% Internal Pages: 300 x 250 pixels Half Banner ad:

1900 x 950 pixels Skin Background: Home Page & Internal Pages Overall File Size: 1900 x 950 pixels Safe Area: 135 x 695 pixels

Safe Area: 135 x 695 px.

WEBSITE ADVERTISING & PLACEMENT

WEBSITE BENEFITS:

Please Note: Bleed-off areas can go beyond the safe area. Be aware that some user’s screen resolution will not display too far into this area. Make sure all vital info is within the safe area.

CUSTOM ADVERTISING PACKAGES: • Skins Advertising Section: ad spaces are placed on both the left and right side of website, just on the outside of the site’s content area, which is what’s considered the backrgoud area of website. For additional information regarding skins, roadblocks, SOV (Share of Voice) or expandable video banners, please contact your advertising representative.

ADVERTISING POSITION RATES: Dirt Bike MXA Dirt Wheels ATV Action

Position 1 $1000 $2000 $750 $750

22 www.hi-torque.com

Position 2 $800 $1750 $650 $650

Position 3 $700 $1250 $550 $550

Position 4 $600 $1000 $400 $400

Position 5 $500 $500 $300 $300

Position 6 $250 $250 $200 $200

Position 7 $700 $1250 $550 $550

Position 8 $1000 $2000 $750 $750

dirtbikemagazine.com • motocrossactionmag.com • dirtwheelsmag.com • atvaction.net


WEBSITE ADVERTISING POSITIONS 1

2

3

8

4

8

5

6 7

www.hi-torque.com 23


DIGITAL MAGAZINES & MECHANICAL REQUIREMENTS

DIGITAL MAGAZINES: • Bookmark pages so you can quickly find your favorite stories. • Page notes allow you to make notes that you can refer back to later. • All the content can be searched for through keywords. • New! Higher-resolution photos to see all the details. • Send your friends a copy so they can see what they’re missing. • Link directly to manufacturers’ websites from stories and advertisements. • Save each issue to your computer so you can view it any time you want. AVAILABLE ON ™

iPAD & iPHONE

®

MECHANICAL REQUIREMENTS: CANCELLATION & NON-FULFILLMENT Agreement may be canceled by the advertiser or his agent prior to its full term with the following provisions: Cancellation must be made in writing and must be received before closing date. If cancellation is received after closing date, buyer is responsible for full payment of that insertion. In the event of cancellation, the rate is to be adjusted (“short-rated”) accordingly.

CREDIT INFORMATION Orders subject to approval of buyer’s credit by the Publisher. Credit limit to be established by the Publisher. New advertisers must accompany order/contract with completed credit application and payment for the first three insertions. Accounts are considered delinquent if not paid 30 days after invoice date. All open invoices over 90 days subject to loss of agency commissions. Delinquent 24 www.hi-torque.com

accounts may be subject to service charge of 2% compounded monthly on the unpaid balance.

TERMS & COMMISSIONS Two percent (on net) cash discount for payment within 10 days of invoice date. Net 30 days. This discount is not available to advertisers who take the 15% prepay discount. Billings are made after completion of printing. Fifteen percent to recognized advertising agencies (insertion orders required). In order to be eligible for agency discount, agency must take final responsibility for payment of all ads placed through agency. New advertisers must pay their first three insertions in advance. Payment will be due on material deadline of each issue.

tions. BMX Plus! and 4-Wheel ATV Action are saddle stitch. Dirt Bike, Motocross Action, Mountain Bike Action, Dirt Wheels and Road Bike Action are perfect bound. Dirt Bike is subject to change from perfect binding to saddle stitch issue to issue. Please contact Hi-Torque for exact binding schedule.

PREFERRED MATERIAL All Hi-Torque Publication ads are processed as “computer to plate.” Send all Hi-Torque Publication ad materials as high-resolution PDF files with a hard copy or four-color proof. This is a savings to our advertisers, NO MORE FILM. However, ad materials no longer can go directly to the printer. We must process all ad materials here at Hi-Torque.

PRINTING PROCESS

ELECTRONIC FILES & REQUIREMENTS

COVERS & INTERIORS: Web offset lithograph. BINDING: Call for binding specifica-

Ads submitted as electronic files need to be at Hi-Torque Publications on the Material


Deadline; no extensions will be given for electronic files. • DISK MEDIA: CD, DVD • PROGRAMS: Preferred: QuarkXPress (with complete collect for output), Adobe Photoshop (flattened files only), Adobe Illustrator (with fonts converted to outlines and all images embedded) and Adobe InDesign (with complete collect for output). Be aware when supplying complex InDesign files; multiple transparencies and drop-shadow effects may cause problems with final output. Send as a closed-file PDF: If electronic files are sent as Native Desktop (open files), Hi-Torque Publications will charge any cost that might be incurred to produce the supplied advertisement. For digital files containing a CT image, resolution should be 300 dpi. Bitmap images must have a resolution of 2400 dpi and contain links to placement files. There will be a production charge for this service. ALL DIGITAL FILES MUST be accompanied by a S.W.O.P. proof. Acceptable digital 4/color proofs or matchprint, Kodak Approvals or Epson. Color-laser or inkjet proofs will be used for content only. Color-laser or inkjet proofs not acceptable for color proofing or press check. Publisher cannot be held responsible for content or reproduction quality if a proof does not accompany the digital file. Advertisers may be subject to a $100 charge for requested or required high-resolution proofs printed for press check. The Publisher does not accept any liability for ads that are posted to FTP sites or e-mailed. Send material to: Eric Harter, Advertising Production Manager. Phone: (661) 367-2114. Hi-Torque Publications, 25233 Anza Drive, Valencia, CA 91355.

APPLICATION REQUIREMENTS • Save all image files as EPS files (Encapsulated PostScript). • FONTS: Supply all fonts used in separate font folder—both screen and printer fonts.

DO NOT USE TRUE TYPE FONTS! • Send all support files, including all high-resolution files of logos, photos and trademarks. • Convert all RGB files (computer color) to CMYK (four-color process for print). • Prepare all full-page ads with 1/8-inch bleed. • Send a disk and printed file directory with each ad submitted. • Send a S.W.O.P. proof with each ad. If the file is corrupted, we have a visual to recreate your ad. This will be done at an additional cost to the advertiser. The integrity of electronic files submitted to Hi-Torque is the responsibility of the advertiser. Hi-Torque is not responsible for any subsequent loss of, or damage to, electronic media. Electronic files submitted to Hi-Torque Publications should be backup or archival copies, NEVER original or sole examples.

AD PRODUCTION Any maintenance or recreation of corrupted files will be billed to the advertiser or his agency at the current time and labor production rate. Any 4/color advertising that does not have an acceptable 4/color proof may require a press proof pulled upon request from production dept. or press at an additional cost.

LATE ADS • All materials received after the material deadline are considered late ads and will be charged a late charge of $65.00 per page. • Material received late and needing production work, such as copy change, keycode changes, etc., will be charged both a late charge and a production charge. • Ad materials received late but not to Hi-Torque’s specifications will be charged a late charge for processing the file.

SHIPPING INSTRUCTIONS • All advertising materials are to be sent to Hi-Torque Publications, Attn: Advertising Production Manager, 25233 Anza Dr., Valencia, CA 91355.

• All ads must be received and processed by Hi-Torque Publications. No late ads can go directly to the printer.

CONTRACT REGULATIONS Rates are subject to change upon notice from the Publisher. Publisher guarantees that signed orders and contracts will be honored at contract rate in the next issue following the announcement of a rate increase. Advertising in issues subsequent to such an increase will then be billed at prevailing rates. At the time a rate change becomes necessary, advertiser may cancel as of the effective increase date without short rate. If an order and/or new material is not received by the closing date for a contracted insertion— and in absence of written instructions to the contrary—Publisher will repeat the last advertisement run. He may, at his discretion, however, omit the ad or run a substitute copy. The buyer is nevertheless responsible for payment in full for the scheduled insertion.

COPY REGULATIONS The Publisher reserves the right to accept or reject all advertising copy which at his discretion is deemed objectionable, obscene, profane, pornographic or detrimental to the industry whether or not the ad had previously been accepted and/or published. The advertiser assumes full responsibility for the content of all advertisements. Hi-Torque is not responsible for any production charges incurred with the changing of an ad to meet our standards. If you have any doubts about your ad copy being accepted, please contact your advertising representative as soon as possible.

GENERAL PROVISIONS Key numbers are not guaranteed. No rebate allowed for errors due to the insertion of wrong key numbers or codes. The Publisher reserves the right to void any contract if the first insertion is not used within three months. All materials not called for after one year will be destroyed.

MECHANICAL REQUIREMENTS (Page sizing standard in inches) WIDTH HEIGHT 1 PAGE BLEED................8.125 in .......10.75 in TRIM...................7.875 in .........10.5 in LIVE/SAFETY.....7.375 in ............10 in 2 PAGE* BLEED..............16.25 in .......10.75 in TRIM.................15.75 in .........10.5 in LIVE/SAFETY...15.25 in ............10 in 2/3 PAGE ...................................4.5 in .......9.625 in 1/2 PAGE: Horizontal bleed ...8.125 in .......5.375 in Trim...7.875 in .........5.25 in Live...7.375 in ..............5 in Vertical ..................4.5 in .........7.25 in

WIDTH HEIGHT 1/2 PAGE HORIZONTAL SPREAD* BLEED...............16.25 in .........5.75 in TRIM..................15.75 in .........5.25 in LIVE/SAFETY....15.25 in .........4.75 in 1/3 PAGE: “Horizontal” ..........4.5 in .........4.75 in “Vertical”.............2.125 in......9.625 in 1/4 PAGE: “Horizontal” only .4.5 in ...........3.5 in 1/6 PAGE: “Horizontal” ..........4.5 in .........2.25 in “Vertical” ...........2.125 in .........4.75 in SHOWCASE 3-inch ....................2.125 in .....3.4375 in 2-inch ....................2.125 in .........2.25 in 1-inch ....................2.125 in ..............1 in

AD SIZING CHART & COMPARISON

* GUTTER ALLOWANCE: please allow 3/8” minimum left and right of gutter. * There should be an allowance of at least 3/8" of margin between live matter (type, etc.) and the trimmed edge of the gutter. All critical type (phone numbers, addresses, legal lines) must be held within 1/2" from the trim line. www.hi-torque.com 25


HOW TO GENERATE EXPOSURE IN A HI-TORQUE MAGAZINE Hi-Torque Publications’ titles share a common thread: We thoroughly enjoy writing about bikes, parts, products and accessories! Whether it’s for the bike or the body, if it makes the experience better, we want to hear about it, test it and write about it.

5 SURE-FIRE STEPS TO EDITORIAL:

1) Give the Editors a call Contact the Editors by phone and ask about upcoming opportunities for your product or service. The Editors are a wealth of information and are always looking for new products and angles to write about. 26 www.hi-torque.com

2) E-mail press releases Send a high-resolution, 300 DPI or larger, JPG and a text document explaining your product, the price and where it is for sale. You can also send product info on a CD, which is a bit more permanent, and it will be archived and might be used a number of times down the road for buyer’s guides or other stories that apply.

3) Send in a product for testing Testing: Our magazines are about products, so if you feel strongly about your product, send it to the appropriate magazine(s) for a long-term test. It’s not instantaneous, but hundreds of today’s suc-


VIDEO We've added an exciting new video element to our websites for both editorial and advertising purposes. We now have the ability to showcase your company and its products through: • Editorial video of your company’s product reviews

cessful companies started with a single product evaluation in a Hi-Torque magazine. Feel free, with both the press release and product, to follow up by phone with the Editors and advertising department.

• Company history videos, “Tours” & “What’s Happening At...” pieces • Your company’s complete “video advertisement” shot to your company’s preference • Quick logo and contact ads on our videos.

4) Meet them at the track Contact the Editors and offer to meet them for a ride to showcase your product or test bike. Nothing is more beneficial than seeing the product perform flawlessly in the field; it is a bit of insurance that is often overlooked.

5) Media launch Invite our editors to your facility. More and more companies are having there own formal media launches. This is where you are inviting the media to your own venue and are letting them see firsthand the passion behind your brand. www.hi-torque.com 27


ADVERTISING DEPARTMENT ROBB MESECHER - Advertising Director (661) 367-2105, robbm@hi-torque.com DERRECK BERNARD - National Advertising Manager (661) 367-2153, derreckb@hi-torque.com JEROME DZIECHIASZ - National Advertising Manager (661) 367-2117, jerome@hi-torque.com CHRIS STANGL - Account Manager (661) 367-2109, chris@hi-torque.com JOHN BARILA - Account Executive (661) 367-2106, johnb@hi-torque.com LISA BECKWITH - Account Administrator (661) 367-2112, lisab@hi-torque.com ERIC HARTER - Advertising Production Manager (661) 367-2114, eric@hi-torque.com TENI ELYASI - Advertising Production Coordinator (661) 367-2103, tenie@hi-torque.com JENNIFER EDMONSTON - Advertising Production Coordinator (661) 367-2143, jene@hi-torque.com

HI-TORQUE PUBLICATIONS, INC. 25233 Anza Drive Valencia, CA 91355 phone: 661-295-1910, fax: 661-295-1278, www.hi-torque.com


2012 Media Guide - Moto Division