If Twitter can lead to book deals, it makes sense YouTube can lead to magazine launches. The latter is just what’s happening with Motor Trend. The 66-year-old publication is publishing a new magazine based on its popular YouTube series Roadkill.
Motor Trend launched Roadkill in 2012, and it has been a massive hit. According to The Wall Street Journal, the show gets roughly 3 million views an episode. As its name indicates, Roadkill features two dudes doing crazy things with all sorts of vehicles, like driving a tank over used cars, or slamming a car through a pile of trash cans.
The success of Roadkill—especially among young men—gave publisher TEN: The Enthusiast Network (formerly Source Interlink Media) executives the idea to expand the brand. Roadkill magazine will debut in September and be published quarterly. It’ll also cost $9.99 per issue. That’s a hefty price, but TEN CEO Scott Dickey doesn’t see it as a problem.
“We don’t think print is a dying business,” Dickey told the Journal. “We do make a bunch of money in print. And with millennials, they’re not opposed to print. They just didn’t grow up with it.”