4/10/2007
Mr. “Hot Rod” Passes
 Robert E. Petersen: Car Mag Godfather |
I can write with full truth that if it weren’t for Robert E. Petersen, I would not be doing what I do today. I can also write with nearly as much certainty that every automotive media outlet you partake from today has his influence running through it, including this online magazine – either with people who once worked on one of his car magazines, and they are legion, or were obsessed with reading his car mag titles and turned their passion into their livelihood.
Petersen, the founding father of Hot Rod, Motor Trend, and a special interest magazine empire, (not to mention fostering the NHRA) passed away on March 23 from complications from neuroendocrine cancer. He was 80. I worked for him as an editor and editorial director (on the middle rung of the corporate food chain) in the early-mid ‘90s.
This was just before he sold his publishing empire to the first of a string of outside investors/buyers for more money than anyone prudent would have thought of at the time. Currently called Primedia, the publishing group is for sale again. It was never the same after he sold it and wasn’t involved. His world-class Petersen Museum took over part of his auto interests.
I believe deep down he was a car guy with passion as his main drive, and not a money guy with profit as his main reason to live. You got that automotive passion when you were around him. At least I did in the few times I met him in quarterly managing meetings or other editorial review groups. Not to say he didn’t have business savvy. He had that in such a giant capacity that it bred an American icon, a true sportsman in the classic sense. He had more life daily than most get in a year.
The guy came out of Barstow, CA with not much more than the clothes on his back, some basic car mechanic skills learned from his dad’s shop; grit, guile, and vision (the archetypal American entrepreneur), and created a media empire that influenced (and still does) generations of car and performance and racing enthusiasts worldwide. If you ever drew a picture of a hot rod in class or study hall, then Petersen’s reach had got to you.
He developed multiple successful companies, and owned more of LA real estate then you can guess, and his generous donations were legion. Others will write about him and catalogue his accomplishments.
