Toyhauler, a consumer magazine for an evolving niche RV market – toyhauling sport utility towables and motorhomes (SURVs) – appears to be gaining some traction. 
Published bimonthly in Arizona since September 2003 by BK Communications, Toyhauler has grown from an initial 32 full-color pages to 62 pages in its most recent issue. The print run, meanwhile, has reached 35,000 copies as paid circulation has inched over the 1,000-subscriber mark, according to Publisher Pat Brady.
“The entire RV community has been very supportive,” said Brady, 38, who founded the magazine with family members and editor Terry Gluckman. “This is a market where companies can go to advertise their products that is just a little bit different from the RV industry’s typical publication.”
A big part of that difference is that Toyhauler draws advertising not only from the RV industry, but also from manufacturers of motorcycles, ATVs, sandrails – at one time known as dune buggies – and other recreation equipment that SURVs are designed to haul. Aftermarket suppliers ancillary to those industries also are prominent on the magazine’s ad pages.
Editorially, the magazine features new models, equipment shows, service and maintenance tips, destinations and advice on tow vehicles.
The staff-written December issue previewed Rexhall Industries Inc.’s 2005 Sandscape 34TB gas-powered Class A SURV and  profiled custom utility trailer manufacturer TPD Trailers of Sacramento, Calif. Also featured was a photo-layout from the Recreation Vehicle Industry Association’s (RVIA) California RV Show in October and Dutchmen Manufacturing Co.’s Victory Lane SURV fifth-wheel series received a four-page feature spread.
Brady, a video-court reporter, launched the magazine after 15 years of driving four-wheeled ATVs with friends and family in the Arizona and Southern California deserts. “The places that we recreate draw large crowds of people, and in the early 1990s we started to see RVs pop up as toyhaulers,” he said.
Accompanying that early trend, he said, was the increased popularity of trucks and SUVs with more cargo-hauling power, and the emergence of more powerful off-road vehicles.
Anecdotal estimates from key SURV manufacturers are that the vehicles currently account for 40% of California’s retail sales.
With a cover price of $3.95, free copies of Toyhauler are distributed at RV and off-road shows and events and in riding areas such as the 100,000-square-acre Imperial Sand Dunes in Southern California.
“That particular riding area will draw a million and a half people between October and April – and most of the people will have toyhaulers,” Brady said. “It’s a very popular place, with sand dunes as far as you can see.”