Who reads sport, motoring and adventure magazines? It is people driven by a common passion and hunger for the latest news, equipment and activities pertaining to the lifestyle issue they are associating themselves with. Yes, these lifestyle issues become a priority, and due to continuous reading and learning, the passion becomes a way of living. I often read the letter forums in some of these lifestyle magazines and am struck by the enthusiasm of the readers who actively participate in sharing ideas, personal perceptions and general comments. The passion and common interest is evident.
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