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Advanstar Blazes New Trails with Launch of New Show and Two Magazines for the Off-Road Market

Trade Show Executive
June 9, 2004
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Santa Ana, CA – Advanstar Communications is going off the beaten track to serve a fast-growing but underserved market.  The company announced today the launch of three media products in the $4 billion off-road sector:  Off-Road Impact Trade Show, Off-Road Retailer and Dirt Sports magazine. The show premieres January 20-22 at the Las Vegas Convention Center, following the . magazines’ debut in August and September. The premise is total market delivery to the off-road market  through one brand.

The off-road truck market is one of the fastest-growing sectors within the specialty automotive equipment industry.  Valued at $4 billion in retail sales, market growth is being fueled by new truck sales which are estimated to exceed nine million units by 2010. Advanstar’s research found that up to 30% of the off-road products available today go undiscovered because they lack the channel to get to market. The company further found that over 80% of the dealers surveyed said they would attend a dealer-only event for the off-road sector. 

“Advanstar is launching this new division with the objective of providing the necessary marketing tools for manufacturers, dealers and distributors,” says Jim Ryan, Group Publisher and Director of the group. Ryan has 25 years of experience within the off-road enthusiast market.  He reports to Mike Webster, VP of Advanstar’s Powersports division, which produces 13 consumer motorcycle shows and the Dealer Expo trade show.

Reach Jim Ryan at (714) 513-8400 or

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