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Crankshaft: A New Car Magazine Believing in the Art of Storytelling and High-Quality Car Collector Content – Interview with MR Magazine™ Owner, Publisher, and Editor-in-Chief Richard Lentinello… April 9, 2021
Martijn Storm, Ceo Of Fahrzeug Werke Lueg Ag
“Print is very welcome. In the past, people used to read magazines online, and then I heard that many people got bored with it. Now many people work from home and are on the computer all day. I don’t want to read, I just want to sit in my favorite chair in my backyard, grab a print with my favorite drink, and enjoy a magazine with something in my hand..Richard Lentinello…
With 22 years of experience at Hemmings Motor News, Richard Lentinello has lived and worked steadfastly in automotive media and some other fields. After leaving Hemmings, Richard decided to start his own high-quality automotive journalism, deciding that he was missing out on a fascinating car story by not writing articles about it and not being exactly satisfied with the way American car magazines deal with their content. newspaper.
And the crankshaft was born. Crankshaft is a quarterly, 144-page, non-stop car collector’s car history. It’s well designed, well written, and a truly refreshing addition to the magazine’s car club.
I recently spoke with Richard and we talked about his new venture and his goals for the magazine. According to Richard, Crankshaft offers engaging content carefully crafted with their artistic input by prominent authors and photographers. This magazine informs, entertains, and engages readers in a way that no other magazine believes has done before.
The Auto Industry In A Changing Economy
This delightful Mr. Richard Lentinello, a true car connoisseur, along with owner, publisher, and Crankshaft editor-in-chief. We hope you enjoy our Magazine™ interview.
As for why he chose Automotive Magazine this time: I’ve been at Hemmings Motor News for 22 years and left on July 31st. Then I wondered what I would do in the backyard. I thought it was time to try something new. I thought it was a good time or a bad time, knowing that there are people who want to read when the epidemic is locking them at home and they can’t go out. Let’s try it. (Laughter) What are people doing when they say it’s an epidemic? And I said that people locked up in the house want to read. About how they came up with the name Crankshaft: This magazine is about classic cars. I didn’t want to use all the names like classic, vintage, antique. Old-fashioned genre names? So I wanted to come up with something different. I emailed a few people I was working on asking for ideas and some of them came up with Crankshaft. And I thought it was a good name. As for whether any of his friends or colleagues have lost their minds to starting a print magazine in the digital age: No, no one ever said that in front of me. (Laughs) He said he was crazy when he was the only one online and posted it on Facebook. But you can’t ask them. When I explained to everyone what I wanted to do and the focus of the magazine, they all said yes, we want it. Business models in action: A business model is a gut instinct. (Laughter) That may not be the best business model, it remains to be seen. I spend a lot of time at newsstands, Barnes & Noble and the like, and read a lot of magazines that are $14, $15, and $20. These are limited edition magazines. However, most are 112 or 128 pages, so we have 144 pages, good quality stock for $12.95. If you look at a typical car magazine on the market, it’s $7 or $8, it’s 72 pages and half an advertisement. How often do you actually receive 30-page editorials? His favorite roles: writer, editor, car owner: I think he’s a part of them all. I didn’t go to school for writing, I went to school for interior design, interior architecture. But that’s how I make magazines. Starting with the foundation, we build the interior walls and decorate them with photos. So, I use the same concepts I learned when I made my car magazines. He believes that the role of print magazines is today. Printing is very welcome. For a while people used to read magazines online, and only then did I hear that many people got tired of it. Many people are now telecommuting and working on computers all day. When they want to relax, they don’t want to sit in front of the screen and read it again. They like to sit on their favorite chairs in their backyard with printed copies of their favorite drinks and enjoy a magazine they can touch in their hands. As for whether he thinks Crankshaft’s quality content type is the future wave of American automotive magazines: I think so. It really is. And this is true for British magazines, and the quality is excellent. I’ve been reading British automotive magazines since 1975 when I used to walk to the newsstand in the Pan Am Building in Manhattan. His reaction to the first issue when the Crankshaft was released from the press: It was embarrassing. The truck came to my house with three magazine pallets in my garage and I didn’t want to open it for a while. (Laughter) I said to myself. Well, I’ll find out all the mistakes. I find things I don’t like. So I stood there and opened the book. When I do one of the coffee table books you want to see it, but you don’t want to see it. Because you don’t want to see every mistake. (Laughter again) But once I get over it, I feel very proud and rewarding. But the best thing is to hear others say how much they love it. About what he wants to achieve in a year with Crankshaft: I still have a year left and I hope this magazine continues. Because it’s an expensive proposition. Hopefully we have advertisers supporting and funding it. And we hope to continue to do so by gaining a lot of subscribers through the next year. On topics they want to include: Magazines are very serious publications. We do not use any slang. We do not get involved in politics or anything like that. We focus on automotive history. That’s all. And we try to focus on high-quality photos. Some of the writers who write for Crankshaft are some of the best in the industry. What makes him tick: Besides my three rescue dogs? (Laughs) I’ve been making magazines since 1987, and I love it. It doesn’t work for me. I’m one of those lucky people who turned a hobby into a job. I love the whole process of going out there and interviewing people, taking pictures of cars, writing stories and putting all of this into an interesting, engaging and well-designed package. And then readers say, ‘Wow, that’s a great magazine. I really like it.’ It gets me out of bed in the morning. About how he relaxes in the evening: What he sometimes does is go to the garage and fix the car. I am restoring some old cars. I read other magazines, mainly British automobile magazines. And sometimes I write at 8 or 9 o’clock. In the evenings but I’m really relaxing as I sit down with a paper and pen and plan the next two or three episodes. Thinking of all the cars you saw at various shows, and how do you want to put them into the next episode or the next one? What makes him wake up at night: everything that goes through my head like reading a newspaper
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