On Wheels Media Expands Consumer Content with DECISIVE Multi-Media: Magazines, Consumer Web...

On Wheels Media Expands Consumer Content with DECISIVE Multi-Media: Magazines, Consumer Web Hub, and Awards

Minority Experts will Provide Multicultural Consumers Decision-Making Advice and Opinions on Products and Services


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DETROIT, April 27 /PRNewswire-HISPANIC PR WIRE/ — On Wheels Media, which launched the first national consumer automotive media in the multicultural market in 1995, expands its expertise to other consumer categories this summer. Consumer news and information are vital to rebuilding consumer confidence and stimulating the economy, according to Randi Payton, president and CEO of the multi-media communications company. And he should know, On Wheels Media has served the growing multicultural market with culturally relevant editorial for over 15 years.

On Wheels Media launched African Americans On Wheels magazine in July 1995, becoming the first automotive magazine to launch a website and the first consumer automotive media in the multicultural market to originate vehicle test drives and product evaluations. In 2000, the company launched Latinos On Wheels magazine. Asians On Wheels was introduced as an online publication in 2005.

— An innovator in the market, pioneering initiatives at On Wheels Media include: opening the door to luxury vehicle advertisements in minority media; starting the first External Diversity Council in the auto industry; becoming the first minority media to receive ads from many auto companies; launching the first web site by any auto magazine; publishing the first minority digital magazine online; producing the first event in the U.S. to publish a digital edition of its souvenir program book.

— DECISIVE, the Best Source for Cultural and Consumer News, will be the first multicultural “Consumer Reports” and will introduce the latest in digital publishing technology

DECISIVE will be launched as a double cover issue with On Wheels’ current auto titles on one side and the DECISIVE consumer titles on the other side. Editorial content will include how-to, tips, and product comparisons.

DECISIVE will expand on the concept of an independent panel of experts who vote on its award recipients and will recruit teams of minority experts from various industries to provide advice, opinions, blogs, interviews, and columns to help consumers make decisions.

“It is important to note that our automotive titles are not going away,” said Randi Payton, CEO and founder of On Wheels Media. “We will continue to be a leader in automotive coverage that relates to ethnic cultures and will expand our expertise to other industries.”

The print magazines will be published quarterly in both African-American and Latino versions. Each issue will provide culturally relevant consumer news and information to help consumers in the growing multicultural market make purchasing decisions about products and services. The redesigned web site will serve as a consumer news hub and provide daily content to major multicultural social networking, news sites, and search engines, as well as to our network of web partners and minority newspapers.

DECISIVE will continue to leverage On Wheels’ model of targeted print distribution in zoned editions of daily newspapers, culturally specific community newspapers, online digital publications, and consumer-oriented web hubs. By broadening the consumer topics, On Wheels Media will provide more news and information of importance to its core audiences. These include personal care and household products, technology and electronics, travel and entertainment, business and finance, Green living and fuel-efficient vehicles, along with health and fitness.

“DECISIVE describes our mission to provide news and information to families in their households and online with culturally relevant news and information to help them research and make sound purchasing decisions,” said Payton.

The goal of the expansion is to enable readers to be more “decisive” during these uncertain economic times. “You can count on us to be as thorough in those new areas as we have been and will continue to be in the automotive arena,” said Lyndon Conrad Bell, editor-in-chief of On Wheels Media. “Just as we were when our readers found us, we remain absolutely focused on making sure they have the best information available.”

For more information, visit www.onwheelsinc.com, or contact Shandrial Hudson at (301) 390-1823 or shudson@onwheelsinc.com.

On Wheels Media is a multi-media communications company that produces print, digital, broadcast and events. Publications include African Americans On Wheels, Latinos On Wheels, DECISIVE and DECISIVE Latino magazines. Described as the “Best Source for Cultural and Consumer News” the magazines are distributed in more than 100 newspapers throughout the United States and digitally online with a readership of 8 million. The company also produces events and launched the first automotive magazine web site www.onwheelsinc.com in 1995. On Wheels Media established the Edward Davis Education Foundation, a non-profit organization to provide scholarships, internships and mentoring to students pursuing careers in marketing and communications. Visit www.onwheelsinc.com for more information and to sign up for digital subscriptions and weekly newsletters.

SOURCE On Wheels, Inc.

On Wheels Media Expands Consumer Content with DECISIVE Multi-Media: Magazines, Consumer Web Hub, and Awards