New Lifestyle Magazine Targets NASCAR Nation

New Lifestyle Magazine Targets NASCAR Nation

NEW YORK, Jan. 13 -- Apparently, America's best writer and its best racer are onto something. The danger and excitement of NASCAR have placed it atop the sporting landscape, and now for the first time, there's a lifestyle magazine for its millions of loyal followers. American Thunder, debuting in February 2004, will bring its readers the drama, excitement, and inside story on America's hottest and fastest growing sport -- representing the first publishing endeavor for American Content Inc., a new venture established by Clarium Capital Management LLC of San Francisco.

NASCAR claims over 75 million fans in the United States and its average Nielsen television ratings are second only to the National Football League. Major races often attract 200,000 people and the world's leading marketers routinely fork over millions of dollars to sponsor a racecar in the hopes of influencing NASCAR's ever-increasing audience. And yet, there has never been a lifestyle publication speaking to these legions of racing enthusiasts -- until American Thunder. But this magazine isn't just about racing -- American Thunder reflects on and rejoices in all the interests of this audience's active, pedal-to-the-metal lifestyle.

The March issue hits newsstands on February 1, 2004, and will feature NASCAR superstar Dale Earnhardt, Jr. on the inaugural cover. Launching with a rate base of 100,000, American Thunder will be published monthly and sold for $4.99 at retailers across the country.

Publisher Val Landi, says, "We are tapping into an immensely lucrative ad market. American Thunder will offer advertisers access to a NASCAR fan base renowned for its fanatical brand loyalty. And we're the only game in town for this genre, so the potential for growth is almost limitless." Landi's entrepreneurial background includes leadership positions at Internet search service LookSmart and CEO of Redband Broadcasting.

American Thunder was conceived by Editor-in-Chief Lucas Mast, who comes from Washington D.C.'s Cato Institute, where he worked as a telecommunications analyst for the public policy think tank. Mast is a graduate of Stanford University, where he served as a columnist and editor for the Stanford Review.

"One of the defining characteristics of NASCAR fans is their desire to completely immerse themselves in the sport," said Mast. "American Thunder is the first magazine that gives fans the insider access they crave while offering stories that tap into the adventurous nature of the NASCAR enthusiast."