The origins of this title have their roots in Low Rider, a magazine started by three San Jose State students - Larry Gonzalez, Sonny Madrid and David Nunez. These three founders were actively involved in the Chicano movement at the university, and they sought to establish a strong voice in their Bay Area community as their Mexican-American pride grew in the 1960s and early 1970s.
As the original magazine grew in the 1980s, Mr. Madrid went into debt to the point that he had to forfeit the operation to the magazine's printer, TechnoWeb, in 1984. TechnoWeb continued the operation, and the new editor added lifestyle and advice columns. But production eventually ceased with the December, 1985 issue.
In 1987, original founder Larry Gonzalez, along with publisher Alberto Lopez and managing editor Dina Loya, bought the rights to the magazine and formed Park Avenue Publishing. Re-located to Southern California in Fullerton, the first issue was launched in June, 1988 with an initial print run of 20,000. The magazine continued through 2019 when print production ceased.
This period saw not only rapid expansion of the brand and circulation, but the application of lowrider and other automotive technology to more than the post-WW2 Chevrolet cars of the 1940s, 1950s and 1960s. With it embracing foreign cars and modern rides, it appealed to more readers and encircled all cultures and perspectives. And, last but not least, the magazine was graced with stunning women of all backgrounds. It's easy to see why it became so successful.
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The publisher provided net paid circulation data to Gale Research in 1994 through 1998. Average monthly net paid circulation grew from 21,600 in 1994 to 42,000 by 1998. It zoomed ahead to over 200,000 issues by the end of the century.
An estimated total of 378 issues was printed from June, 1988 through December, 2019. Magazine cover images are complete for this title through 2000 except for the following: 12/88, 1/89, 12/89 and 1/90.