HOT ROD Magazine Charges Forward With Agreement

16 December 1998
HOT ROD Magazine Charges Forward With Interstate Batteries Licensing Agreement
    LOS ANGELES, Dec. 15 -- HOT ROD Magazine has joined forces
with Interstate(R) Batteries to create a line of performance automotive
batteries, which are scheduled to debut in March '99.
    The HOT ROD Batteries cater to owners of performance cars, light trucks,
SUVs, and vans, and will reach approximately 80 percent of the automotive
market.
    "A performance product must be of the highest quality if we intend to give
it the HOT ROD name," said Justin McCormack, president of Petersen
Enterprises.  "By teaming up with Interstate, we have secured the very best
quality battery possible."
    R. Thomas Miller, president and CEO of Interstate Batteries added, "We are
very excited to have a relationship with a well-known and respected magazine
such as HOT ROD.  Getting the number one replacement battery company together
with the number one performance car experts at HOT ROD Magazine, will result
in a very reliable and very rugged battery."
    The HOT ROD Batteries are built with the new PINNACLE(TM) PLUS Technology,
which offers 22 percent more battery life.  The addition of a negative plate
paste expander improves acid circulation, while the new sodium sulfate
additive helps the battery accept a charge more effectively and hold it
longer.  That, combined with enhancing the grid alloy with specially
formulated silver calcium, results in increased performance and service life.
    The HOT ROD Batteries will include a 72-month prorated warranty and an
18-month free-replacement warranty, and will soon be available through
Interstate's 200,000 retail locations.
    Interstate Batteries was founded in 1952 and is based in Dallas, Texas.
Over the years, the company has experienced dramatic growth, and is currently
the number one replacement brand battery in North America.  In July 1998, the
Interstate brand surpassed the world record of replacement batteries sold in a
12-month period with 11 million units sold.  Today, approximately
320 Interstate Batteries distributors service more than 200,000 dealers,
repair shops, retailers, and fleets throughout the United States and Canada.
Customers can call 1-800-CRANK-IT or visit http://www.interstatebatteries.com to find
their nearest Interstate Batteries dealer.
    HOT ROD Magazine is the leading high-performance automotive publication in
the world and the authoritative voice of the hot rodding industry.  Building
on 50 years of cutting-edge high-performance features, tips, and tidbits, HOT
ROD continues to deliver its readers the most up-to-date and educational
information available.
    HOT ROD Magazine is published by The Petersen Companies, Inc. ,
a leading multimedia marketing solutions and brand development company, who
will have a diverse portfolio of more than 132 special-interest magazines,
television programs, licensing trade shows, consumer events, databases, custom
publishing and retail promotions.  Petersen publications deliver to nearly 87
million readers, including nearly 64 million adults and over 22 million teens.
Petersen's internationally recognized magazines include MOTOR TREND, HOT ROD,
TEEN, SPORT, SLAM, SURFER, INLINE, SNOWBOARDER, POWDER, SKATEBOARDER, HUNTING,
SKIN DIVER, PHOTOGRAPHIC, MOTORCYCLIST and 4 WHEEL & OFF-ROAD.  In addition to
these titles, Petersen has scheduled more than 100 trade and consumer events
including the GRAVITY GAMES, which is the first in a series to be aired on NBC
Network in October 1999.  The Petersen Companies, Inc. http://www.petersenco.com is
traded on the New York Stock Exchange under the symbol PTN.