Way back in January 2000, we were kicking around ideas for magazine directions and special projects. The collective staff was just bouncing things off the walls to see if anything would stick out when Dave Withrow, the publisher at the time, brought in an email from our main office in New York. They wanted to know when we last used the STREET CHOPPER name because the rights to it were just about to expire. It was an instant collection of light bulbs going off and the room lit up like a runway at night! Let's bring STREET CHOPPER back out and see what happens - it was probably the first unanimous staff decision we ever experienced.
So in the spring of 2000, a new issue hit the stands bearing a very cool retro-styled springer built by Chica and a very modern chopper built by Dave Perewitz on the cover. The entire print run of magazines sold out. We couldn't find one on sale at any shop just weeks after they were released. So, we popped out a second issue later that year and the same thing happened. What was interesting about year one of our reborn, refocused magazine was that all of the bikes in it were really rideable choppers. The biggest back tire around then was a 200 from either Avon or Metzeler - tiny by today's standards.
Along came 2001, and we upped the magazine to a quarterly publication. We produced the magazine with the talents of the existing HOT BIKE staff, basically asking everyone to pitch in and do double duty. No one cared, since STREET CHOPPER was just so much fun to create. In fact, I assumed the role of editor of both publications, which made me a very busy guy, or so I thought.
The response to STREET CHOPPER was overwhelming, and we decided to add a few more issues in 2002. With six magazines on the planning board, we went all over the country chasing the coolest bikes and the biggest names there were. It seemed that no matter where we looked, there was a new, wild, and incredibly well-built chopper rounding the corner. There was no doubt that the industry was in a transitional phase and choppers were taking over the marketplace. In the short amount of time that passed from our first re-entry issue until the end of 2002, technology was taking over in the chopper world. Single-sided swingarms and 250 tires were everywhere.
With nine issues set to go in 2003, we added an additional staff member to help ease the pain of getting HOT BIKE and STREET CHOPPER out utilizing the same staff. It still wasn't a chore, but the pressures were building. Normally a magazine staff has 30 days to get a magazine planned, photographed, written, designed by the art director, proofed, and sent to the printer. When we added nine more issues with approximately a 40-day cycle each, you can see where it gets a bit hectic and crazy.
For me, the task of managing both titles was becoming a mind-boggling experience. There were deadlines, page counts, layout changes, budgets, planning sessions, and still the normal monthly travel for event coverage and press outings. All the while seeing that HOT BIKE remained the quality title it was and putting the effort necessary into STREET CHOPPER to help it continue to grow as fast as it was. I was headed for a major burnout, and it showed.
By the beginning of 2004, the demand for STREET CHOPPER was staggering, and it went to a monthly magazine. That meant literally double work on everything that I was doing. The effect was devastating - my personal life went down the toilet and my out-of-the-office life consisted of making notes on what I would do when I got back to the office in the morning. I had not taken a vacation in all that time, and it was getting ugly. Now keep in mind, I am not complaining, because I really love both magazines - they are like my kids - but there is a limit to what a person can do.
So, this is my 30th Kick Start column, and my last as editor of STREET CHOPPER. We have promoted Associate Editor Greg Friend to the Editor position - he is the new meat on the chopping block. Greg has worked for me in varied roles throughout his publishing career, and done a fantastic job. He is young, energetic, and ready to take on the challenge. For me, I will go back to just being the editor of HOT BIKE - a more-than-full-time job - and do my best to give that magazine the attention it deserves.
I am still across the hall from Greg, so if you have questions for me, don't hesitate to get in touch. I think you will like what Greg brings to the magazine, so stick around and see what happens with it in the years to come!