10-4 Magazine
10-4 Magazine is a privately held monthly trucking publication founded in 1993, serving owner-operators, company drivers, and truck enthusiasts with a free print magazine distributed at nearly 300 rack locations across 30 US states, Canada, and Japan, supported by advertising and subscription revenue.
- Company typePrivate
- Founded1993
- HeadquartersDunlap, United States
- Headcount51–100
- GTM typeB2C
- OfferingDigital Commerce or Content
What 10-4 Magazine does
10-4 Magazine is a privately held monthly trucking publication founded in 1993 and operated from Dunlap, California. The company serves the American trucking community — primarily owner-operators, company drivers, small fleet owners, and truck enthusiasts — with a print magazine distributed free at approximately 300 rack locations across 30 US states, Canada, and Japan, with a monthly circulation of roughly 23,000 copies. The publication covers custom trucks, industry news, show reports, performance articles, compliance and business content, and entertainment features including exclusive Truckertoons by cartoonist Vic Vasselin. A digital edition is accessible online, and the magazine maintains a presence across Facebook, Instagram, X, and YouTube.
The business operates an advertising-led revenue model, with trucking industry vendors (chrome shops, parts suppliers, truck washes, insurance providers, dealerships, fueling operators) as primary advertisers, supplemented by paid subscriptions ($60-$150/year individual plans, $140/year five-copy Priority Pack) for home or office delivery. The company also produces two annual branded events — the TFK Truck Show (Truckin' For Kids Charity Show & Drags, now in its 45th year, benefiting Shriners Children's Hospital) and the Trucker Rodeo & Show — and operates Studio 10-4 LIVE!, a live programming initiative. A 501c3 nonprofit arm, 10-4 Charities, Inc., holds and produces the TFK event. Leadership is family-run, with Daniel J. Linss as Editor/Art Director and Shannon Linss as Office Manager/Circulation, supported by a small team handling marketing, print sales, digital sales, and event management.
The company's distribution network — rack locations embedded in the trucking industry's daily operating points — and its multi-decade brand presence form the core of its market position. No venture capital, private equity, or institutional investment has been disclosed, and the firm operates as an independent, privately held niche media business with no technology platform, app, or API offering beyond the digital edition and standard social channels.
10-4 Magazine firmographics
Firmographics- Name
- 10-4 Magazine
- Legal name
- 10-4 Magazine
- Website
- https://tenfourmagazine.com
- Company type
- Private
- Founded year
- 1993
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- 10-4 Magazine is a privately held monthly trucking publication founded in 1993, serving owner-operators, company drivers, and truck enthusiasts with a free print magazine distributed at nearly 300 rack locations across 30 US states, Canada, and Japan, supported by advertising and subscription revenue.
- Ownership category
- akta.pro rank
10-4 Magazine industry classification
Industry- Product category
- Trucking Media
- NAICS
- Periodical Publishers (51312), Periodical Publishers (513120)
- SIC
- Periodicals: Publishing Or Publishing & Printing (2721)
- akta.pro primary industry
- Automotive & Transportation Magazines (MPAJAEAI)
- akta.pro secondary industry
- Business, Finance & Industry Trade Magazines (MPAJAEAM)
Keywords
Where 10-4 Magazine is headquartered
LocationHeadquarters
- HQ city
- Dunlap
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
10-4 Magazine business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure, Others
Revenue model
- Advertising: Primary revenue stream from advertisers in the trucking industry. The magazine serves as an advertising platform for trucking-related businesses including chrome shops, parts suppliers, truck washes, insurance providers, and other industry vendors.
- Subscriptions: Secondary revenue stream. Subscriptions are available for readers who want the magazine delivered directly to their home or office, with fees covering postage and packaging.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free at rack locations |
| Subscription | Pay-as-you-go | Single current issue subscription |
| Subscription | Annual | 1 Year Subscription - 1 copy per month |
| Subscription | Annual | 1 Year Subscription - 5 copies per month (Priority Pack) |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
10-4 Magazine product offering
Product offeringCore offering
10-4 Magazine publishes a monthly print and digital trucking magazine covering custom truck features, performance articles, show reports, industry news on safety, compliance, insurance, taxes, laws, and regulations, plus entertainment content for owner-operators, company drivers, and small fleet owners. The publication distributes approximately 23,000 free copies per month through nearly 300 rack locations across 30 U.S. states, Canada, and Japan, and offers paid mail subscriptions as a secondary delivery channel. The company also produces branded live events including the annual TFK Truck Show (Truckin' For Kids Charity Show & Drags) and the Trucker Rodeo & Show.
Product overview
10-4 Magazine is a monthly print and digital trucking publication established in 1993, serving owner-operators, company drivers, and small fleet owners. The publication features a print magazine distributed free at rack locations (approximately 23,000 copies monthly), a digital edition accessible online, and hosts two major annual events: the TFK Truck Show (Truckin' For Kids Charity Show & Drags) and the 10-4 Trucker Rodeo & Show. Additional offerings include Truckertoons (exclusively-drawn trucking cartoons by Vic Vasselin), Words To Live By inspirational quotes, cover galleries, centerfold galleries, and subscription services for home/office delivery. The magazine's tagline is 'For Today's Trucker' and its motto is 'Whatever It Takes.'
Differentiator
Problem solved
Functional benefit
Brands
- 10-4 Charities, Inc. A 501c3 nonprofit corporation that is the charitable arm of 10-4 Magazine, owning and producing the Truckin' For Kids Charity Show & Drags.
- Studio 10-4 LIVE!
- TFK Truck Show
- Trucker Rodeo
Products and services
- 10-4 Magazine (Print Edition) Monthly print magazine covering custom truck features, performance articles, show reports, industry news (safety, compliance, insurance, taxes, regulations), and entertainment content for the trucking community. Distributed free at nearly 300 rack locations across 30 U.S. states, Canada, and Japan with approximately 23,000 copies circulated per month.
- 10-4 Magazine Digital Edition Online digital version of the monthly print magazine that allows readers to flip through the entire publication page by page on any mobile device or computer, providing remote access to the same content as the print edition.
- Subscription Service Paid mail subscription plans that deliver the monthly magazine directly to a subscriber's home or office, available as a single current issue, an annual 1-copy-per-month plan, or an annual 5-copy-per-month Priority Pack for U.S. addresses.
- TFK Truck Show (Truckin' For Kids Charity Show & Drags) Annual charity truck show and drags event presented by 10-4 Magazine and Interstate Truck Sales that brings together custom truck owners, vendors, and fans while raising funds for Shriners Children's Hospital. Held at Famoso Dragstrip in Bakersfield, CA, with the 45th edition held in 2026.
- 10-4 Trucker Rodeo & Show Annual trucker competition event hosted at Kevin Harvick's Kern Raceway in Bakersfield, CA, featuring trucker skills competitions, custom belt buckle awards, mechanical bull, Show and Shine with trophies, and a Trucker Karaoke contest for attendees and participants.
Companies that use 10-4 Magazine
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
10-4 Magazine technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
10-4 Magazine partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- Interstate Truck SalescorePresenting sponsor of the annual TFK Truck Show (Truckin' For Kids Charity Show & Drags). Interstate Truck Sales co-hosts and presents the charity event with 10-4 Magazine.
- Shriners Children's Hospital (Pasadena, CA)coreCharity beneficiary of the annual TFK Truck Show. 10-4 Magazine hosts the Truckin' For Kids event to raise funds for Shriners Children's Hospital.
- 10-4 Charities, Inc.coreA 501c3 nonprofit corporation that is the charitable arm of 10-4 Magazine. Owns and produces the TFK Truck Show charity event.
Scale indicators6 records
Recent moves6 records
Expansion highlights4 records
10-4 Magazine competitors and assessment
Company assessmentMarket position
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights5 records
Customer concentration
10-4 Magazine social profiles
Digital presence10-4 Magazine financial estimates
Financial estimateRevenue estimate
Valuation estimate
10-4 Magazine leadership team
Management profileNumber of profiles
Profiles6 records
10-4 Magazine funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
10-4 Magazine M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 10-4 Magazine
What does 10-4 Magazine do?
10-4 Magazine publishes a monthly print and digital trucking magazine covering custom truck features, performance articles, show reports, industry news on safety, compliance, insurance, taxes, laws, and regulations, plus entertainment content for owner-operators, company drivers, and small fleet owners. The publication distributes approximately 23,000 free copies per month through nearly 300 rack locations across 30 U.S. states, Canada, and Japan, and offers paid mail subscriptions as a secondary delivery channel. The company also produces branded live events including the annual TFK Truck Show (Truckin' For Kids Charity Show & Drags) and the Trucker Rodeo & Show.
Is 10-4 Magazine a public or private company?
10-4 Magazine is a private company. It is classified as family owned and is currently operating.
When was 10-4 Magazine founded?
10-4 Magazine was founded in 1993. It employs 51 to 100 people.
Where is 10-4 Magazine based?
10-4 Magazine is headquartered in Dunlap, United States, in the North America region.
How does 10-4 Magazine make money?
Two revenue lines are on record. Advertising is the primary driver. The others are subscriptions.
Does 10-4 Magazine have an API?
No public API is recorded for 10-4 Magazine.
What industry is 10-4 Magazine in?
10-4 Magazine's product category is Trucking Media. Its primary akta.pro industry code is MPAJAEAI, Automotive & Transportation Magazines, with a secondary code of MPAJAEAM, Business, Finance & Industry Trade Magazines. Its NAICS code is 51312 and its SIC code is 2721.