Hog Tales, the official publication of the Harley Owners Group, cruises—
thanks to a well-handled workflow and CTP kickstart.
Take a ride on a Harley-Davidson motorcycle and you may find yourself transported, not only from point A to point B on the map, but into a perpetual state of biker's bliss.
If so, you'd have plenty of company. Droves of people are self-proclaimed devotees—fiercely proud of their Harley bikes, and of their Harley-inspired lifestyles and attitudes. (If you can't easily imagine such brand-sensitive fanaticism, just think different about the Mac's cultish following within our own industry.)
Without doubt, the Harley-Davidson Motor Company has cultivated and capitalized on its machines and its trademark to create a worldwide community of like-minded consumers. The Milwaukee-based company gives Harley owners a sense of belonging, and it gives them something to belong to: the Harley Owners Group (H.O.G.). A members association that operates as a division of Harley-Davidson, H.O.G. recently signed up its 500,000th member.
Among its functions, H.O.G. publishes its own bimonthly communication vehicle, Hog Tales.
H.O.G. founded Hog Tales as a two-color newsletter in 1983, with production handled in house until 1990, when the newsletter evolved into a 16-page, four-color tabloid. Later, the publication's trim size was reduced to 83⁄8x101⁄2˝ to allow a better fit into the binders used by all local H.O.G. chapters.
In November 1995, H.O.G. engaged Graphic Solutions, also in Milwaukee, to handle Hog Tales' design and production. Graphic Solutions' principals, Marc Tebon and Jeff Prochnow, mixed business with pleasure by landing this client: Both are longtime motorcycle enthusiasts who pursued the Harley-Davidson account with equal passion.
Telling today's tale
Now, Hog Tales comprises 48 to 64 pages per issue—with no advertising, and is distributed to 435,000 H.O.G. members worldwide (not including the issues printed by H.O.G. Europe for that continent). Members receive the publication as part of their membership package; the magazine uses an expiration wrap to notify recipients whose membership is coming up for renewal.