World Car Guide

OVERVIEW:
World Car Guide was a re-titling of Foreign Car Guide. Where the predecessor title focused on Volkswagens, this new title provided road tests and reviews of multiple foreign car brands for U.S. consumers. It also contained general information for the automotive reader.

When Foreign Car Guide was re-titled, the publisher, Rajo Publications, was simultaneously purchased by Marvin Barab. The business address was initially in Sparta, Illinois, but in less than a year the magazine was published from Mill Valley, California. Mr. Barab assigned editorial duties to Don MacDonald, and there was correspondent staff in Europe, Japan, Australia, the United Kingdom and South America.

Numbering continued from the predecessor title. The magazine went to a newspaper style format in March, 1971. James E. Shouse then purchased the title from Mr. Barab in late 1971, and Mr. Shouse returned to the magazine style format with the June, 1972 issue. Only three more issues were printed before the title ended.

To us, it appears the title should have lasted a lot longer, as it was "riding the wave" of a growing interest in import cars. In 1960, import cars were 10% of new U.S. car sales. This grew steadily to 30% by 2000, and today it is almost 50%. Too bad the title ended just before the gas crises of 1973 when more U.S. consumers took fuel efficient imported cars seriously.

The table of contents, if available, can be seen by clicking on the icon.

PUBLICATION DATA:
The publisher provided net paid circulation data to N.W. Ayer for the years 1971 through 1974, even though publication ended in 1972. This was likely a lag in reporting. Average monthly printed issues grew steadily from 5,000 in 1971 to 6,100 in 1974.

CONTENT COMPLETENESS:
A total of 39 issues was printed from May, 1969 through October, 1972. All cover images are complete.