Ola Publication Focused on Auto Industry; Latinos On Wheels Magazine Debuts at Miami Auto Show

    DETROIT, Aug. 13 The idea to deliver automotive content
that appeals directly to the fastest-growing ethnic market in the U.S. has
spurred the onset of Latinos On Wheels magazine.  "This bi-lingual publication
will highlight the interests of the Latino car buyers in an increasingly
competitive automobile industry," says Andres Tobar, publisher and editor-in-
chief, Latinos On Wheels, L.L.C.  The premiere issue of Latinos On Wheels
(LOW) will make its debut at the 2001 Miami Auto Show (Oct. 26 - Nov. 4),
Miami, FL.
    "The three-fold mission of LOW is to simultaneously serve as a consumer
magazine featuring auto-related lifestyle trends; a guide to the historical
contributions of Latinos to the auto industry; and a guide to automotive
products, personnel and related industries," Tobar said.
    Tobar, currently based in Arlington, VA, most recently served as executive
director and CEO of the National Association of Hispanic Publications (NAHP),
a 200-member association representing a combined circulation of more than 10
million publications.  Tobar entered into a joint partnership, with 51%
interest, with On Wheels, Inc., having 49% interest, to create LOW.  On
Wheels, Inc. (OWI), publishes African Americans On Wheels (AAOW) magazine, the
first publication to target ethnic minority car enthusiasts -- LOW is the
second.
    At 35.3 million, the growing number of Latinos in the United States
constitutes one of the largest ethnic buying groups in the marketplace.  The
alliance between Tobar, a Latino American and OWI, an African American-owned
multicultural, multimedia automotive communications company, joins two
powerful ethnic groups and creates a one-of-a-kind publication that will link
the auto industry to Latino consumers.
    "It's time to bring the economic power of Latinos to the forefront of the
automotive industry," says Tobar.  "LOW's editorial content will be
informative, entertaining and authoritative."
    As a supplement insert to the nation's 35 leading Latino publications, LOW
magazine will provide Latino car buyers and car enthusiasts with the latest
and most relevant auto trends.  The 20-page, four-color, quarterly with
initial circulation of 500,000 will be distributed in the top 20 Latino
markets in the United States.