---

PRIMEDIA's New "King of the Road" Advertising Campaign Showcases Company as Automotive Information Powerhouse

10 January 1998

PRIMEDIA's New "King of the Road" Advertising Campaign Showcases Company as Automotive Information Powerhouse

    NEW YORK, Jan. 10 -- William F. Reilly, chairman and CEO of
PRIMEDIA, announced today that the company will compliment its corporate
marketing program with a special campaign aimed at showcasing the companies
strength as an automotive information power house.  With over fifty-five
different product lines in trade and consumer magazines, training and
information, PRIMEDIA has become the nation's authoritative source of
automotive information to buyers, distributors and manufacturers.  The company
produces such well-known brands as Automobile Magazine, Ward's Auto World,
Ward's, Dealer Business,  IntelliChoice, Inc., Blue Book Valuation Guides,
Automotive Satellite Television Network.
    "PRIMEDIA has created an excellent group of companies serving various
automotive constituencies.  The power of crossing divisional and cultural
lines to create new products and applications in the automotive business is an
exciting prospect for future growth.  Many of the ideas will come from our
customers as well as our own development process.  It is important for
everyone to see our unique position in this market," said Reilly.
    The ads, headlined "King of the Road," will start in conjunction with the
Detroit Auto Show and continue for approximately 6 months.  They will appear
in publications owned and not owned by PRIMEDIA including Ad Week, Ad
Crafters, Automobile, Truckin', European Compact Car, Ward's Auto World,
Ward's Dealer Business.
    The campaign will cost the equivalent of  $200,000.  A radio campaign will
also commence in association with the Detroit Automobile Show.  Siegel and
Gale created the advertising campaign to complement an overall corporate
campaign that heralded PRIMEDIA's name change from K-III in the fall of 1997.
    PRIMEDIA Inc., with 1996 sales of $1.4 billion, is the authoritative
source of specialized information for highly targeted audiences concentrating
in specialty magazines (specialty consumer and technical and trade), education
(classroom learning and workplace learning) and information (consumer and
business).

    PRIMEDIA
    Automotive Titles

    -- Trade & Technical

    Ward's Auto World
    Ward's Automotive International
    Ward's Automotive Reports
    Ward's Automotive Yearbook
    Ward's Dealer Business
    Ward's Engine and Vehicle
    Ward's Technology Update

    -- Business

    ASTN - Network
    Dealer Business
    Electronic Redbook
    Fleet Owner
    Modern Bulk Transporter
    Red Books
    Refrigerated Transporter
    Trailer/Body Builders

    -- IntelliChoice

    IntelliChoice On-Line

    -- Consumer Magazine

    4 Wheel Drive & Sport Utility
    4 x 4 Mechanix
    Audio Video Interiors
    Auto Sound & Security
    Automobile
    Automobile Magazine's Field Guide
    Automotive Guide to Buying & Leasing
    Bracket Racing
    Car Audio & Electronics
    Chevy Truckin'
    Classic Trucks
    Custom Rodder
    European Car
    Ford High Performance
    Ford Trukin'
    High Performance Mopar
    High Performance Pontiac
    High-Tech Performance
    Hot Bike
    Kit Car Illustrated
    LowRider Magazine
    MiniTruckin' Magazine
    Muscle Mustangs & Fast Fords
    Mustang Illustrated
    Nascar Truck Racing Magazine
    Off-Road Magazine
    Popular Hot Rodding
    Sport Compact Car
    Street Power
    Street Rodder
    Super Chevy
    Truckin'
    Truckin' Classic Trucks
    Vette
    VW Trends

    -- Valuation Guide

    Blue Books
    Canadian Red Books

SOURCE  PRIMEDIA Inc.