The Auto Channel: North America | Europe

PRIMEDIA Enterprises and Thorsen Tool Company to Develop Innovative Automotive Accessories Line under Motor Trend Brand Name

LOS ANGELES--PRIMEDIA Enterprises, the business development arm of PRIMEDIA, today announced a close collaboration with Thorsen Tool Company to develop, innovate and enhance an existing line of automotive accessories. Geared to consumers and enthusiasts alike, the products managed by Thorsen Tool Company will elevate product quality and Motor Trend’s visibility in the automotive marketplace.

“The Motor Trend retail program has exceeded our expectations and we think we’re still in the early stages in terms of where we can lead the brand,” said Jacqueline Blum, president of PRIMEDIA Enterprises. “As a publication, Motor Trend holds meaning with a readership of 7.1 million consumers. The Motor Trend Car of the Year award program has built huge cache and goes a long way towards establishing credibility among new car buyers. These are two of many examples that support the opportunity, equity and reputation of the brand and the lifestyle it perpetuates. The venture with Thorsen capitalizes on Motor Trend’s position as experts, pairing leaders in their industries to drive product innovation that supports demand.”

Thorsen Tool Company will develop and refine a line of Motor Trend branded automotive accessories including spotlights, jumpstarts, compressors, inverters and rubber flooring. This line joins an already established offering that includes additional automotive products, jumper cables, cell phone accessories and the Motor Trend TV Network – a 24-hour network launching in early 2007 and geared to a growing audience of automotive enthusiasts demanding access to targeted content.

“We are excited to align Thorsen Tool Company with the Motor Trend brand and together we will create a strong team to bring a higher quality of innovative products to the customer,” said Walt Kopala, CEO of Thorsen Tool Company.

About MOTOR TREND

MOTOR TREND, a PRIMEDIA publication, was founded in 1949 and has a circulation of 1.1 million and a total readership of 7.1 million. Internationally recognized as the world's number one automotive authority, MOTOR TREND is one of the leading brands in automotive publishing. The MOTOR TREND brand is comprised of MOTOR TREND Classic, motortrend.com; MOTOR TREND Television; MOTOR TREND Radio; Truck Trend; MOTOR TREND International Auto Shows; MOTOR TREND en Espanol; several international editions including China, Indonesia, Korea; and the renowned MOTOR TREND Car, Sport/Utility and Truck of the Year Awards program.

About PRIMEDIA Enterprises

PRIMEDIA Enterprises is the business development arm for PRIMEDIA, Inc.'s approximately 90 enthusiast magazines. PRIMEDIA Enterprises has established brand extension programs for titles such as Motor Trend, Hot Rod, Lowrider, Super Street, Import Tuner and In-Fisherman. PRIMEDIA Enterprises extends the company's brands into consumer product categories such as apparel, accessories, toys, interactive games, automotive accessories and equipment, books, and calendars, as well as service licensing and promotions. Internationally, PRIMEDIA's content and brands are licensed in nearly one dozen countries around the world.

About THORSEN TOOL COMPANY

Founded in 1926, Thorsen Tool Company celebrates its 80^th year of providing high quality, innovative tools distributed throughout the automotive and hardware channels. Today Thorsen Tool Company offers an extensive line of automotive and home tools which include state of the art pliers, screwdrivers, socket sets, tool sets and tool boxes. In addition, the Thorsen Tool Company line also includes the BABCO brand of vises and clamps, as well as E-Z read, which offers a complete assortment of measuring tools and equipment.