HOT ROD magazine Licenses Name for New Line of Automotive Tools

NEW YORK--Aug. 2, 20043, 2004--PRIMEDIA Enterprises, the licensing merchandising division of PRIMEDIA Inc. , today announced that Alltrade Tools LLC, a global leader in the design, manufacturing and marketing of tools and shop equipment has selected HOT ROD for a new line of branded automotive tools and garage equipment, which recently launched in automotive specialty stores nationwide. The new product line demonstrates HOT ROD's credibility and broad reach in the marketplace and its success as a trusted consumer brand. This is the second HOT ROD product line to launch following last year's successful debut of the HOT ROD Garage furniture line produced by Sauder Woodworking.

"We are thrilled to align ourselves with a recognized brand that does so well in this popular marketplace," said Andy Livian, Chairman and CEO, Alltrade Tools LLC. "HOT ROD is more than a magazine. It's a lifestyle that reaches a wide audience and one that melds perfectly with the quality and innovation Alltrade is known for."

The line of products will include a Powerbuilt(R) HOT ROD Series of high quality tool sets and shop equipment. In total, there will be more than 40 different SKUs. The complete product line bearing the HOT ROD name will include tools kits, hydraulic jacks, jack stands, garage seating, rolling tool boxes, garage mats and various service equipment.

"This deal with Alltrade yet again takes the HOT ROD brand beyond the pages of the magazine and further defines it as a leading consumer brand," said Jacqueline Blum, president, PRIMEDIA Enterprises. "The ability for HOT ROD to cross platforms and translate into multiple consumer products represents the brand's depth and reach into the marketplace. We are pleased that this partnership with Alltrade, a company who has built their reputation on offering products that provide convenience, innovation and quality, will offer our readers quality equipment from a name they can trust."

The Alltrade HOT ROD products range in price from $19.99 to $299.00 and are currently available in automotive specialty stores and will be available at mass retailers by the end of the year. A complete listing of products and additional information can be found online at: www.powerbuilttools.com.

About HOT ROD Magazine

Published by PRIMEDIA, Hot Rod Magazine is the world's largest and most influential automotive performance publication reaching 7.2 million readers per month. Hot Rod is a recognized brand that spawned an industry 56 years ago and now includes Hot Rod TV, www.hotrod.com, the Hot Rod Power Tour, and a range of Hot Rod licensed products including garage equipment and cabinetry, apparel and accessories, die-cast and radio-controlled cars, video games, publishing, calendars, and gift & novelty items sold at major retailers across the country.

About PRIMEDIA Enterprises

PRIMEDIA Enterprises is the worldwide trademark and content licensing division for PRIMEDIA, Inc.'s 250 enthusiast and business-to-business magazines. PRIMEDIA Enterprises has established brand extension programs for titles such as Motor Trend, Hot Rod, Lowrider, Super Street, Import Tuner, In-Fisherman, and Creating Keepsakes. 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 Alltrade

Alltrade Tools LLC is celebrating their 25th anniversary as a global leader in the design, manufacturing and marketing of tools and shop equipment. Since its inception, the company has established a unique reputation for introducing high-value products and innovative merchandising to the retail market.