INTRODUCING DIRT TRAX MAGAZINE

All-Terrain Vehicle Magazine to be Re-branded Dirt Trax Magazine Beginning in 2011

The Publishers of All-Terrain Vehicle Magazine, the largest circulation ATV enthusiast publication in Canada and one of the larger circulation titles in the US ATV market, announced the magazine will be rebranded Dirt Trax Magazine – the All-Terrain Vehicle Magazine.

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Supertrax Media, producers of the highly successful Dirt Trax Television series broadcast to over seven million viewers on the Outdoor Channel in the US and on the OLN and Wild TV in Canada, publish All-Terrain Vehicle Magazine.

The move to rebrand All-Terrain Vehicle Magazine comes as a result of the increasing acceptance and awareness of the Dirt Trax brand, particularly in the US marketplace. Dirt Trax Television has risen to the top of the powersport television business producing high quality, entertaining ATV television the past five years.

According to Mark and Kent Lester, publishers of All-Terrain Vehicle Magazine, the move will more closely align the magazine with the television show, leveraging crossover awareness between readers and viewers.

Mark added: “All-Terrain Vehicle Magazine occupies a leading position in the ATV industry, however, the Dirt Trax brand is enjoying increasing awareness with our readers. Moving the magazine into the Dirt Trax brand makes great sense as we center our publishing and television production efforts around the ‘Trax’ theme. With this move Dirt Trax becomes the first fully integrated media offering bridging TV, web and print media into a unified enthusiast source.”

For 22 years Supertrax Media has published Supertrax International Magazine, snowmobiling’s largest audited circulation title in both the USA and Canada.

Supertrax Media also produces SnowTrax Television, the longest running snowmobile enthusiast television adventure series in its 17th season with over 3.6 million North American viewers.

Beginning with the 2011 Buyers Guide Edition, Dirt Trax Magazine will feature expanded editorial opinion from Dirt Trax Television hosts Luke and AJ Lester as well as editorial linked to Dirt Trax Television content.

Kent Lester spoke about the rebranding: “Loyal All-Terrain Vehicle Magazine readers can expect Dirt Trax Magazine to continue the high quality, informative and entertaining opinion they’re accustomed to. It’s been the hallmark of the magazine for 11 years. We’re excited to bring the synergies of Dirt Trax Television and All-Terrain Vehicle Magazine into one powerful publication beginning in April 2011.”

Supertrax Publishing and Supertrax Media are the sport’s largest media outlets publishing SUPERTRAX Magazine in the US and Canada four times annually to 195,000 snowmobiling households per issue, the Go Snowmobiling Magazine in Ontario to 63,000 snowmobiling households per issue, and the sport’s longest running, largest viewership television series – SnowTrax Television – broadcast on the Outdoor Channel in the US and TSN and TSN 2 in Canada to 3.6 million viewers. Dirt Trax Television is watched by 7 million viewers on the Outdoor Channel in the US and OLN and Wild TV in Canada.

For more information contact (705) 286-2135

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