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Hole Shot February 2014 - A Milli

Jonathan Wong
Jan 18, 2014

It was a quiet celebration, really. Along with a few unassuming neighbors who were pretty unaware, all diligently working, eyes fixated within the confines of their own cubicle spaces as the melee went down—and there was our crew. We had an old bottle of bubbly on deck; and we stood by feverishly on laptops and iPhones alike. We hate to say "unless it's on an iPhone, it's not legit!" but Samsung devices prematurely called the game while web-based sites like Statigram and Instagram on iPhone still registered under the 1 million mark. Slowly it climbed.

This may not seem like a big deal to you at all, but for me it's something Super Street can stand tall and be proud of—to claim "one million followers." I have a deeper connection to it because I started it. It was mostly because I wanted to find a new way to document our trips, and right before Tokyo Auto Salon 2012 I started planting the seeds to our social media outlets. IG was still in its infancy then; my own personal account didn't have much activity and nobody really knew what it was either. We began feeding our followers with all the things they'd come to expect from the SS staff but it needed something more—that, and we also had competition with our sister mags to contend with, a sort of friendly race to see who could get more followers. This is the part where I say I'm not sure what happened, but it's a combination of timing and luck that just happened to kick in and steamroll us upward—in a very big way, too. The growth was totally unexpected and people in high places started noticing as well. So much for aiming strictly for 100K…

The main reason why I'm so hyped up about hitting a million is because this is a first for any print publication, let alone anything in the automotive sector. All organically-grown, grass-fed, hormone-free, hella-paleo, cronut-like, or whatever other adjective you'd like to throw in there, that's how we did it. When you look up names like Motor Trend, Playboy, GQ or even Time and realize you've got more followers than all of them combined, it feels completely surreal because they're all brands I highly respect and admire, and yet here we are, this little "tuner" magazine doing big kid stuff. For all those who support us, I thank you for this small victory for the print world. And if you haven't already, be sure to look up @superstreet.

Jonathan Wong

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By Jonathan Wong
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