Volume II, Issue 7, Page 1

Racing Net Source LLC

607 Seib Drive
O'Fallon, MO 63366
Phone: 636.272.6301

Max Chevy covers all automotive things Chevy. A new issue of MaxChevy.com is published on the 15th of each month and is updated throughout the month.


Publisher, CEO
Jeff Burk

Editorial Director
Ro McGonegal

Managing Editor, COO
Kay Burk

Contributing Writers
Bob McClurg
Jim McFarland
John Carollo
Matt Strong
Geoff Stunkard


Donna Bistran
James Drew
Darren Jacobs
Ron Lewis
Tim Marshall
Bob McClurg
Dennis Mothershed
Matt Strong


Creative Director/ Webmaster
Matt Schramel

Production Assistant
Clifford Tunnell


Director of Sales
Darr Hawthorne


Chief Financial Officer
Richard Burk

Accounts Manager
Casey Araiza

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© 2007 Racing Net Source LLC

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* Your letter may (or may not) be published in our "MaxChevy Mailbag" section.


Even after a year, you still might be wondering wonder what MaxChevy is. Call it a work in progress. Frankly, the original premise drew little attention with too many stories that didn’t appeal to your interests. You may have noticed we changed drivers a few months ago. According to CEO Burk, your attendance numbers have torqued up ever since, and at a rate that is making our CFO feel good.

By our estimation MaxChevy is an umbrella under which we ostensibly entertain all things Chevrolet. Sounds easy? Think of MC being like Hot Rod…in that it must cover all things of the hot rod cosmos, too. You find legions of niche books, like a hoard of vampire bats sucking away your rate base. So how do you make it different yet ultimately sustainable? We are more or less bound by your sage input. Please give us some.

In a town plastered with Chevrolet-oriented niche print (Chevy High Performance is certainly the hard-core content leader), MaxChevy certainly stands alone. It isn’t a chat room. It isn’t a blog. It’s a real magazine. The big difference between it and the paper world is its immediacy. Something happens today, it goes into the BowTie Bytes news section or the main copy today, or at the very latest by the break of the following day. No sweating through a 90-day stretch before precious “breaking” information appears.

But there’s got to be more to it than that. There must be desire. Every magazine I’ve been involved with since the mid-‘90’s was a hardship case (including Hot Rod in those days). The most deleterious thing that happens is that budgets get cut. Sometimes it’s about travel and expense accounts, but mainly it’s about controllable issues like magazine production. Do it cheaper, and oh yes, we expect you to do it better, do it better, too.

In every respect, it’s living with an underdog, feeding it scraps and disrespect and then telling it to go out snarling and kick ass all over town. Where I’ve been, there were no frills. You made your schedule as best you could and worked the core hard. We see MaxChevy as the consummate under-mutt. It’s oddly satisfying to be on the ground level with no place to go but up the stairs. Experimentation screams out. Hopefully, I’ll look back on this in a couple of years and say “Yeah, remember how much fun it was when we were struggling and thrashing with the package? And how the readers really came around for it?”

The thrill of directing a magazine is making it appeal to your sensibilities as well as providing pertinent, timely information. Internet habitués like to get right to the core of things, neat and clean. Read it. Move on. While that may work on other sites, remember that this is a magazine, too, but without a paper centerfold. CEO Burk tries to tell me that the stories shouldn’t be too long (even though cyberspace offers a virtually endless palate). In the print world, crying for an extra page or two for a story come shipping deadline time is only the first step in getting a mountain moved. It ain’t gonna happen. In cyberspace, it should be embraced as a saving grace, because in it, you could write to infinity, deadline or no.

Polls are only as good as the questions they pose. Though hardly scientific, our broad-based reader quests have indicated that you like street/strip cars, engine build-ups, and resto-mod babies and that you’re not particularly keen on stuff like drifting, custom cars, or by-the-numbers restorations. We need to know a lot more. Through the polls, you can tell us what we’re doing right and what we’re not. Don’t be afraid to poke us in the eye, either. Then write me an email with your take on the situation.

According to your recent input, the trend is showing double-threat street rats that morph just as easily into the occasional drag racer. To this old dog it’s a very encouraging sign. In the day, drag racing your street car was the norm. You tooled it during the week. Drove it to the dragstrip on Sunday and banged gears. Then you closed the headers, piled the slicks in the trunk, brushed yourself off, and drove to the nearest gin mill for an icy cold container. Though that is how it all began, it is not how it will end. Nobody does the daily commute in their hot rod anymore and they haven’t for years. The last guy to do that was Gray Baskerville in his road-rashed full-fendered ’32. If you still do, please let me know. There may just be a story in it.