Lowrider Shifts to Music

Fullerton-based Lowrider Publishing Group, whose Lowrider Magazine has climbed to lead circulation among audited newsstand Latin and automotive magazines, is launching a new venture Oct. 17. The publishing group will debut the November issue of RitmoBeat, an English-language Latin music magazine.

Lowrider Magazine has crossed over to lowrider enthusiasts around the world, although it began by targeting Latino readers. Lowrider Publishing Group, now owned by New York-based Primedia, also published Lowrider Art and Lowrider Bicycle.

Editor Alfred Perez envisions the magazine competing with other leading ethnically driven publications, such as Vibe. The lifestyle content of Lowrider Magazine led publisher Ricardo Gonzalez to consider publishing a music magazine.