Harley-Davidson's Retail Traffic Builers (1,171 words)

The white space sets off the product photos starkly, all the more so since most of the clothes are presented solo, not worn by models. "The point is to get riders to visualize themselves in new Harley gear, and then get them to a dealership," says Hasley.

The back covers often feature a custom photo of the dealership, or in the case of the holiday issue, some dealers pose their staffs wearing Santa hats. "Dealerships are such a part of the Harley culture," notes Hasley. "Riders enjoy swapping stories there, and exchanging ideas on bike customization."