The Story Behind 10-4 Magazine: How It Became a Staple in Trucking

In this episode of Freight Nation: A Trucking Podcast, host Brent Hutto is joined by Daniel Linss and Tim Sieben of 10-4 Magazine.

Join them as they explore:

How 10-4 Magazine was founded in 1993 and the vision behind it
Daniel’s unexpected journey from architecture to publishing and his passion for trucking media
The magazine’s deep-rooted history and its impact on the trucking industry.
The role of storytelling in keeping trucking culture alive
What it takes to run an independent trucking magazine for over 31 years
The shift from print to digital and how 10-4 Magazine is adapting
Their involvement in the Trucking for Kids charity and how it’s making a difference
What’s next for 10-4 Magazine and its new ventures, including live events and a trucking webcast

Daniel Linss is an editor/art director for 10-4 Magazine, and Tim Sieben is the TFK Show Manager for 10-4 Magazine. With decades of industry experience, they have built a platform that informs and celebrates the trucking culture. Their work spans photography, storytelling, and events, fostering a strong community. They actively advocates for truckers’ voices and industry recognition. Through Trucking for Kids, they support charitable initiatives benefiting children’s hospitals. Their commitment to trucking extends beyond media, ensuring the industry's legacy thrives. 10-4 Magazine remains a trusted source for truckers nationwide.

Episode Highlights:

[00:00:23 - 00:07:27] Brent introduces 10-4 Magazine and shares his own journey in trucking media. He reflects on how his early career at Overdrive Magazine gave him a firsthand look at the industry and fostered his appreciation for trucking. Brent discusses how media serves as the bridge between truckers, industry trends, and valuable resources, setting the stage for a deeper dive into 10-4 Magazine’s legacy. Daniel Linss shares how he originally pursued architecture but ultimately found his calling in trucking media. He recounts his introduction to 10-4 Magazine in 1993 when he was unexpectedly pulled into helping with the first edition.

[00:07:27 - 00:14:42] Daniel and Tim dive into how 10-4 Magazine transitioned from a 24-page black-and-white classifieds paper to a 64-page, high-quality, full-color trucking magazine. They discuss how attending truck shows and connecting with the trucking community shaped the magazine's direction. They share how the magazine's photography and storytelling became the heart of their content, capturing the trucks and people who make the industry what it is.

[00:14:42 - 00:19:57] Running a magazine comes with its fair share of challenges. Daniel and Tim delve into the demanding behind-the-scenes work required to meet deadlines, coordinate content, and manage distribution. They talk about how the rise of digital media has impacted the magazine industry, but why they remain committed to keeping a print edition available for truckers who love holding a physical copy in their hands. They discuss the importance of adaptability and how they have stayed relevant in an evolving media landscape.

[00:19:57 - 00:31:00] The discussion shifts to Trucking for Kids, a charity event 10-4 Magazine took over to ensure its legacy continues. Daniel and Tim discuss how the event has evolved and share heartfelt stories of truckers coming together to support children in need. They highlight how they have raised over $210,000 for the Shriners Hospital and why giving back is such a critical part of the trucking community. They explain why truckers have a strong tradition of generosity and how the event fosters industry-wide camaraderie.

[00:31:00 - 00:36:04] Looking to the future, Daniel and Tim lay out their plans for expanding 10-4 Magazine’s reach. They discuss how they are growing their digital presence with a trucking webcast and live event coverage. They introduce their latest project, the 10-4 Trucker Rodeo, an event designed to bring truckers together in a celebration of skill and community. They reflect on their passion for the trucking culture and their unwavering dedication to preserving its history while embracing the opportunities of modern media.

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