The year was 1980 when I started working at Dirt Bike Magazine. Two weeks prior, the ownership (Bill Golden) had hired an executive to run the day to day operations and play a role in the planning and execution of the two magazines we had, Motocross Action and Dirt Bike. Roland Hinz had come from a successful job working at entertainment mags (Rona Barrett’s Gossip and Hollywood) turning them into big money makers. He was a magazine guru, a newsstand specialist and he had a passion for dirt bikes.
Roland had come into an environment where huge egos worked diligently to protect their fiefdoms and were violently opposed to most of the ideas he brought to the table. Editorial meetings forecasting our plans for the month, cover subject meetings and cover line control and working within a budget led his vision. The reigning staff boiled.
What we didn’t know was that Roland was there to rescue a sinking ship that was hemorrhaging money. His goal was to pay off the debt, then purchase the company. What I remember was that things in the office got tense. I was a full-blown dirt bike enthusiast and was just excited to be working for the magazine. There was talk of anarchy, continuous criticism and zero respect for the future owner of Hi Torque Publications. I was afraid that I’d lose my job right after getting the best job on the planet.
Roland was tough but had enough patience to kickstart the change in the company. By the time he paid off the debt and became the owner, the Editors embraced his plan and amazingly, we flourished. I remember color meetings (where we chose the photos for the magazine and the main cover image) that lasted for hours. He was always enthusiastic about cover lines, knowing that they had the ability to attract attention at the newsstand if they had a good hook. Forty years later, Roland played a role in every cover line that appeared on his magazines.
He was good at allowing the editors with a passion for the sport to drive the content. We just had to convince him how this was good for the reader, beneficial for the advertiser, and aligned with the interests of the newsstand buyer. I remember when Paul [Clipper] tested a Honda ATC in Dirt Bike. It was a highly debated move, disliked by the purists in the office. Roland saw it as an emerging sport and started Dirt Wheels magazine. For decades, it was his most successful magazine.
In 1981, while at a Husqvarna product intro at DeAnza Cycle Park, all the press members got a chance to test ride every new model in their line. Roland was on a trail ride with Mark Blackwell, I was out riding in the canyons with Dick Burleson. Our two groups met head-on in a tight canyon with near misses among the riders. I collided directly with one of the riders. It was Roland. I thought that it was the end of my job. My boss was more scared than mad, and we never talked about the incident again.
There were some unique aspects to the man. He was incredibly successful yet drove a Volkswagen Thing to work every day for years. In the decades that I worked for him, he always wore shorts and tennis shoes. And when it came to religion, Roland was a devout Christian. Every year at our Christmas party, he would start it with a prayer, allowing non-believers to leave if they were offended. After my wife passed away following a long battle with cancer, Roland sat with me in my office every day, talking about life, death, and God, always ending with “are you good?”
When I started working for Roland, I was young and afraid of the stern German. We would clash over covers, argue about budgets for testing and travel, and in over four decades, nothing changed. Except that we became friends. He was a mentor, and in a changing world where magazines were seen as a dying industry, we remained profitable.
Roland passed away this weekend after a long battle with his health. I will truly miss this man. He was a teacher, a tough and strict boss, and had the gift of taking care of the people who made great things happen which was undoubtedly a catalyst for Hi Torque’s success. Rest in peace, my friend.
-Tom Webb
