It has recently been reported that Lowrider, an “icon of Chicano culture for more than 40 years” will cease publication by the end of 2019. The reason, according to MotorTrend Group President Alex Wellen was that “…we need to be where our audience is…with 3 out of every 4 of our visitors favoriting digital content over print.”
Founded in 1977 by Sonny Madrid, Lowrider drew its inspiration from the East Los Angeles Chicano magazine called Con Safos, examining the socio-political concerns affecting Chicanos on and off campus at San Jose State University. Madrid’s goal was to connect the independent lowriding communities by distributing the magazine in his 1954 Chevrolet sedan, and expanding the magazines to Southern California, New Mexico and Texas. National distributors wanted nothing to do with Lowrider, so the staff was tasked with the responsibility of finding new markets and distribution.
This is not the first time that Lowrider folded. Financial struggles forced the magazine to end in 1985, until former staffer Alberto Lopez resurrected it in 1988, moving its headquarters to the heart of the lowrider community in Southern California. As Lowrider’s audience grew, so did its empire. Boasting an average monthly circulation of 210,000 copies, Lowrider expanded into international spinoff titles, a music label, merchandise and sponsored its own car shows across the country.
In addition to Lowrider, the following publications will also discontinue printing.
4-Wheel & Off-Road
Automobile
Car Craft
Chevy High Performance
Classic Trucks
Diesel Power
Hot Rod Deluxe
Jp
Mopar Muscle
Muscle Car Review
Muscle Mustangs & Fast Fords
Mustang Monthly
Street Rodder
Super Chevy
Super Street
Truck Trend
Truckin’
Vette
