PRIMEDIA Expands Hot Rod Garage Program; Partnership with UCoat It America Meets High Demand for Automotive Enthusiast Products

Business Wire, June 22, 2005

LOS ANGELES -- PRIMEDIA Enterprises, the worldwide brand licensing division for PRIMEDIA Inc. (NYSE: PRM), today announced it will introduce a new line of Hot Rod branded concrete flooring products, in partnership with UCoat It America, under the company's successful Hot Rod Garage merchandising program. Recognized for its innovative partnerships, the Hot Rod Garage Program includes branded automotive tools and garage equipment through leading licensees such as Alltrade Tools, LLC and other established manufacturers of products aimed at automotive enthusiasts. This latest extension further demonstrates consumers' strong affinity to the Hot Rod brand and the demand for branded products beyond the magazine. Reaching more than seven million readers every month, Hot Rod is the leading publication for hot rodding enthusiasts.

Under the terms of the deal, the products are scheduled to hit major retailers nationwide in early fall of 2005 and will be priced at $525 for the complete do-it-yourself floor coating kit. The Hot Rod Garage Flooring Kit offers enough material to cover an average 2 1/2 car garage and is available in a medium gray color with a black and red decorative flake and a clear urethane top coat. The kit also includes an instructive how-to video with all of the application tools.

"We are proud to collaborate with Hot Rod to bring innovative products to the hot rodder and general auto enthusiast," said John Carafelly, Marketing Director at UCoat It. "People who are passionate about their cars will inevitably spend time in their garage, and our new kit plays directly to these passions. This is a way to inject some fun and practicality into a hobby or profession while leveraging association with a brand that adds real value."

"Partnering with UCoat It America is another way of taking Hot Rod's strong market position even further beyond the magazine," said Jacqueline Blum, president of PRIMEDIA Enterprises, the company's licensing arm. "There's a significant number of hot rodders in the U.S. looking for products that celebrate their lifestyle. This product line is another point of immersion as well as a connection we're able to make between enthusiasts and the venerable Hot Rod brand."

The continued success and traction of PRIMEDIA's Hot Rod Garage Program has been recognized with accolades by top industry associations. Examples include: The International Licensing Industry Merchandisers' Association (LIMA) nominations for 'Best Corporate Brand Licensee of the Year' for the 'Hot Rod Garage' property and 'Best Corporate Brand Licensee of the Year' for the Alltrade product line.

About Hot Rod Magazine

Published by PRIMEDIA, Hot Rod Magazine is the world's largest and most influential automotive performance publication reaching 7.2 million readers per month. Hot Rod is a recognized brand that spawned an industry 56 years ago and now includes Hot Rod TV, www.hotrod.com, the Hot Rod Power Tour, and a range of Hot Rod licensed products including collectibles, radio-controlled cars, apparel, and more.

About PRIMEDIA Enterprises

PRIMEDIA Enterprises is the worldwide brand licensing division for PRIMEDIA's 250 publications, having established brand extension programs for titles such as Motor Trend, Hot Rod, Lowrider, Super Street, Import Tuner, In-Fisherman, and Creating Keepsakes. PRIMEDIA Enterprises extends the company's brands into consumer product categories such as apparel, accessories, toys, interactive games, automotive accessories and equipment, books, and calendars, as well as service licensing and promotions. Internationally, PRIMEDIA's content and brands are licensed in more than a dozen countries around the world.