Southern California

If the publishing industry has any advantage in these tough economic times, it’s that the imperative to discover new revenue streams far predates the current crisis. Publishing’s woes are not analogous to a bursting bubble so much as a deflating balloon—with the hissing sound of advertising steadily moving from print to online.

Primedia Consumer Guides recently launched its new Inland Empire Auto Guide, a free, weekly color publication for consumers, featuring used cars, SUVs and trucks for sale by auto dealerships throughout the San Bernardino and Riverside counties in California. Inland Empire Auto Guide becomes the company's third automotive publication serving Southern California, the nation's largest automotive market. The move is consistent with Primedia's approach of expanding into areas with high demands for automobiles. "In this year alone, we have dramatically increased our auto guide presence in important markets across the nation and have further expanded our relationships with our auto-dealer customers," says Bob Metz, chief

The Action Sports Group division of Primedia, a publisher of special interest magazines based in Southern California, has relaunched Surfing Girl magazine as sg: Surf Snow Skate Girl to reflect its expanded editorial that includes features on snowboarding, skating and surfing. "It's the right time to expand," says sg editor Kai Stearns. "While we are committed to our surfing roots, a lot of our readers also snowboard and skate. We're all about capturing a lifestyle for the girl that's athletic, adventurous and independent." The target audience remains the same-girls and women between 15 and 22-and sg also includes how-to stories, contest coverage and travel stories.

How could I pass up an opportunity to attend the 1998 HOW Design Conference: Design Breakthroughs, held recently in San Diego? I couldn't, of course, and spent several productive days in Southern California. Overall, the show was well attended, drawing about 2,000 representatives from the creative community worldwide. Conference sessions—such as "Radical Web Design," "Creative Inspirations," "Digital Trademark/ Copyright Issues" and "Creativity Tips: Where to Go When You're Stuck"—were filled and sparked heated debates between PC and Mac users. (We all know how loyal many designers are to their Macs.) The keynote speaker, Gordon MacKenzie—a 30-year Hallmark veteran and author of Orbiting the

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