Publisher to Launch Lowrider Branded Car Accessories - Competes with Advertisers

NEW YORK--June 21, 2005 PRIMEDIA Enterprises, the worldwide brand licensing division for PRIMEDIA Inc. , today announced a licensing agreement with Auto Expressions(TM), a leading brand of innovative automotive accessories produced by Shell Lubricants, to develop a line of Lowrider branded merchandise in eight categories. For PRIMEDIA, the initiative is the latest in a series of brand extensions across its portfolio of enthusiast publications and demonstrates the equity and popularity that the Lowrider brand holds among a growing segment of America's car culture.

"The lowriding phenomenon continues to spread--it's no longer confined to a particular geography or demographic group. The partnership forged with Auto Expressions taps this significant market opportunity and leans on the legacy of Lowrider to address enthusiasts' devotion to driving and customizing their vehicles," said Jacqueline Blum, president of PRIMEDIA Enterprises, the company's licensing arm. "PRIMEDIA continues to develop creative ways to build on its status as an authentic and respected voice while making its brands more relevant in the daily lives of an engaged audience."

Leveraging the well-known Lowrider brand, Auto Expressions will develop a trendy and functional line of quality sunshades, seat covers and cushions, air fresheners, organizers, comfort products, steering wheel covers, window tint film and floor mats. The Lowrider branded line will be designed to complement the style and essence of lowriding and support automotive enthusiasts' passion for making a personal statement. Lowrider merchandise offered through the partnership will provide car owners a wide range of options for enhancing the level of customization, comfort and function inside their vehicles.

"Lowriders are highly stylized and extremely personalized, and their owners take great pains in caring for their vehicles inside and out," said Laurie Stevens, director of Marketing, Auto Expressions. "The products we're introducing under the established Lowrider nameplate bring style and function together to make time while in the car more enjoyable."

Lowrider's licensing program includes several branded apparel and accessories lines available at retailers nationwide. The brand also produces the Lowrider Magazine Tour, an annual national event series. Together, the successful extensions into lucrative product categories and events further the brand's authenticity and perpetuate the definitive lowriding lifestyle.

About Lowrider Magazine

Founded more than 25 years ago, Lowrider is the original magazine of the hobby and has been among the top-selling titles on the newsstand for the past 6 years. Keeping pace with current trends and the growth of lowriding, Lowrider is joined by its Web site, lowridermag.com, and Lowrider Arte and Lowrider Bicycle. All Lowrider titles, events and licensed products are part of PRIMEDIA's Automotive Enthusiast Group headquartered in Southern California.

About PRIMEDIA Enterprises

PRIMEDIA Enterprises is the worldwide brand licensing division for PRIMEDIA's 250 publications, having 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 more than a dozen countries around the world.

About Auto Expressions(TM)

Auto Expressions(TM) products are produced and marketed by Shell Lubricants. Shell Lubricants collectively refers to the companies of the Royal Dutch/Shell Group engaged in the lubricants business. Shell lubricants companies are global leaders in lubricants and operate in approximately 100 countries worldwide. They manufacture and blend products for use in a range of applications from consumer motoring to food processing and heavy industry to commercial transport. The Shell portfolio of top quality lubricant brands includes Pennzoil(R), Quaker State(R), FormulaShell(R), Shell Tellus(R), Shell Cassida(R), Shell ROTELLA(R) T, Shell Spirax(R) and a portfolio of car care products and Jiffy Lube(R) services.