The changes continue at Harley-Davidson, with news that HOG Magazine is cancelled, and H-D is re-launching The Enthusiast to replace it.
Like HOG Magazine, The Enthusiast is published by Harley-Davidson and aimed at Harley-Davidson owners and riders. Longtime moto insiders will remember The Enthusiast from the past; its origins actually go all the way back to 1916, when Harley-Davidson launched the title. It ran from 1984 through 2008 alongside HOG Tales, and then both magazines were merged into HOG Magazine. Now, HOG Magazine is out, and Harley-Davidson says The Enthusiast is the longest continuously-printed motorcycle magazine in the US, if you count the years it was merged into HOG Magazine. Motorcyclist (founded in 1909) held the title previously, but it went online-only in 2018.
The first issue in the new run has ADV content front-and-centre, with a story about Charley Boorman and Ewan McGregor’s Long Way Up trip from Argentina to Los Angeles on Harley-Davidson LiveWire electric motorcycles.
The Enthusiast will be published four times a year, with a US circulation of 500,000 copies, and 150,000 more copies worldwide. Harley-Davidson will also publish mobile-friendly digital versions of the mag, and is looking at new sales methods for single copy sales. The MoCo’s press release says “All Full and Life Harley Owner Group members will continue to receive a complimentary subscription to The Enthusiast magazine as part of their membership benefits.”
Jochen Zeitz, the new man on Harley-Davidson’s CEO/presidential throne, says the magazine’s revival was a return to a great tradition: “We believe today The Enthusiast title is more relevant than ever. In a year when so many people have been stuck inside, we passionately believe in inspiring riders and aspiring riders to get out in the world to rediscover adventure through socially-distanced riding.”