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Easyriders, Inc. Gets Major Advertising Commitment

6 October 1998

Easyriders, Inc. Gets Major Advertising Commitment From Bikers Dream; Signs Joint Marketing Agreement

    AGOURA HILLS, Calif.--Oct. 6, 1998--

     Easyriders Stores To Handle Ultra Motorcycles; Bikers Dream
    Stores and Dealers to Sell Easyriders Roadware Apparel.


    Easyriders, Inc. (AMEX-EZR) announced today that it has received a commitment to purchase at least $200,000 of advertising in 1999, and up to $500,000 of advertising over the next two years, from Bikers Dream, Inc. (NASDAQ-BIKR). As part of the deal, Easyriders has agreed to include Ultra motorcycles manufactured by Bikers Dream in the Easyriders Preferred Buying Program for its 30-plus franchise stores. Bikers Dream has also agreed to offer the full line of Easyriders Roadware Apparel to Bikers Dream outlets, which number over 70 nationwide. The deal is being implemented immediately.
    Bill Prather, CEO of Easyriders, Inc., commented, "The new management team at Bikers Dream is now manufacturing a truly magnificent series of high quality, high-performance motorcycles which offer profit margins to our franchisees that are among the best, in the industry. Their 4-year warranty is an outstanding offer to buyers, and we expect sales of Ultra motorcycles to increase the profitability of our franchisees. And, adding our 30-plus retail outlets to their distribution network is good for Bikers Dream, too. It's a real win-win.
    "At the same time", added Prather "we are very pleased to be able to sell our "Roadware" line of apparel in the of Bikers Dream's outlets, which include 35 licensed Bikers Dream Superstores and over 35 Ultra Cycles dealers. We have also agreed with Bikers Dream to look for other areas of synergy between our two companies."
    Herm Rosenman, Bikers Dream Chairman and CEO said, "This alliance between two major forces in this industry is a natural. Our combined outlets nearly double the size of each company's previous, branded distribution channel, with very little overlap in the dealer base. At Bikers Dream, we are excited at the opportunity to provide our quality line of Ultra motorcycles and parts to the Easyriders stores, and we very pleased to offer our licensed Superstores and Ultra dealers with the high quality products and services offered by Easyriders." Easyriders, Inc. provides products, services and entertainment designed to enhance the experience and enjoyment of those individuals and groups who participate in the sport of motorcycling. Bikers Dream is a manufacturer, distributor and retailer of quality-built American heavyweight motorcycles, with headquarters and manufacturing facilities in Riverside, CA.
    This document contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. These statements involve known and unknown risks and uncertainties that may cause Easyriders Inc. actual results or outcomes to be materially different from those anticipated and discussed herein.