Lazydays® Selects Partnership To Launch RVLiving Magazine

February 24, 2005

Rodale Custom Publishing and John Brown Publishing are renowned for success with affinity and lifestyle publishing. The team was selected for delivery of exceptional creative and service-oriented content--

NEW YORK – Lazydays® selected publishing partners Rodale Custom Publishing and John Brown Publishing to produce a new lifestyle magazine for the RV community, it was announced today. Launching in May 2005, Lazydays’ RVLiving magazine promises to enter the RV publication market with a compelling mixture of entertaining, bright, upscale, lively and service-oriented editorial content targeted at existing RV owners as well as the emerging baby boomer market.

“Lazydays® selected the partnership of Rodale and John Brown publishing for a number of reasons, starting with the presentation of a beautifully designed, captivating magazine that we know RV owners and enthusiasts will love,” said Don Wallace, Lazydays’ founder and CEO. “The two companies have an equally impressive amount of experience and success in both custom publishing and traditional magazine publishing that, frankly, no one else can match. It was vital for us to find a publishing team that understood our current customers and the fact that our customer base is in the midst of a major change. They also appreciate the importance of our brand equity and how it can be leveraged with a national audience. We could not be more pleased with our selection.”

Published every two months for Lazydays’ most valued customers, RV owners and enthusiasts, Lazydays® RVLiving magazine targets the fastest growing segment of RV owners – the baby boomer generation. Affluent, well educated and sophisticated, this segment is bringing new life to the motor-home market.

“The RV community is clearly an upcoming force in the marketplace, as the demographic profile of RVers rapidly evolves,” said Valerie Valente, Vice President of Rodale’s Custom Marketing Solutions. “Our deep experience and success in lifestyle and affinity publishing makes us a perfect fit to partner with Lazydays, the industry leader, to help them reach this desirable segment of the market and also to help them achieve their long-term publishing and business goals.”

Lazydays’ RVLiving will inform, inspire, and entertain the community of people who are passionate about RVs. It’s a magazine about Americans, seeing this great country and experiencing the freedom that RVs have to offer. It’s about doing what you always wanted to do – and doing it right. The magazine is filled with the world’s best RV stories, best destinations, the coolest new products and upgrades as well as the issues RV owners care about the most. Wrapped in a compelling design, Lazydays® RVLiving is the new upscale and updated RV magazine that RV owners everywhere have been waiting for.

# # #

For more information, contact:

Duncan Milne, Publishing Director, John Brown Publishing
212-931-9802
Duncan.Milne@johnbrownpublishing.com

Stewart Schaffer, Chief Marketing Officer, Lazydays
813-246-4999 x4263
sschaffer@lazydays.com

Susan Lietz, Vice President of Public Relations, Rodale Inc.
212-573-0211
Susan.Lietz@Rodale.com

Background information:

Lazydays
• Lazydays® was founded in 1976 in Tampa Florida and is now the nation’s leading single-site RV dealer with almost $800,000,000 in revenue in 2004.
• With over 1,250,000 visitors annually, Lazydays® RV SuperCenter® is not just an RV dealer, but also one of the country's most popular RV destinations.
• Lazydays® is also the largest wholesaler of RVs in North America with a customer base of over 200 RV dealers nationwide.
• Lazydays® deliver over 9,000 retail and wholesale RVs annually.

Rodale John Brown Publishing
• Rodale John Brown is the alliance of Rodale Custom Publishing and John Brown Publishing - a partnership that combines the power of the world’s largest and most successful custom publisher and the resources of one of America’s most successful consumer publishers.
• Clients include Bloomingdale's, Nestlé, Young and Rubicam, Curves, Schering Plough, Bristol-Myers Squibb and Hallmark.

The RV Market
• The number of RVs owned by consumers ages 35-54 grew faster than all other age groups between 1998 and 2001.
Source: Recreation Vehicle Industry Association, 2003
• One out of every 12 vehicle-owning households in the U.S. owns an RV.
That number rises to one in 11 among households headed by 35-to-54-year-olds.
Source: RVIA, 2003
• The average RV owner is 49 years old, owns a home, is married and has a household income of $56,000.
Source: University of Michigan, 2003
• The number of RV-owning households is projected to grow by 15% between 2001 and 2010, as baby boomers enter their prime RV buying years of 45-54 and achieve their peak earning power.
Source: University of Michigan, 2003