Five Questions With Mike Levine

February 22, 2010
2010 Chevrolet Silverado

2010 Chevrolet Silverado

Here at, we gather a lot of information from sites like, which is owned by and operated by one of the hardest-working auto journalists around, Mike Levine. Levine recently took a few minutes out of his busy schedule to answer a few questions about the success of

1) First of all, why pickups? Is it personal interest or did assign you to cover trucks specifically?

Levine: I started in February 1995 when I was still in college. It was a personal project to see if I could start a website. I picked trucks because there weren't any truck sites and I liked them. acquired the site in May 2008.

2) Do you find that there is an audience that is only concerned about pickup truck news, and doesn't care about cars?

Levine: Readers are coming to the site to find pickup truck news, reviews and a place to buy or sell a truck. You won't find any news about cars (or SUVs, crossovers, etc). The name says it all.

3) How is social media affecting what you do?

Levine: Today, we primarily use social media in two ways - to find breaking news and to break news. It's also a good way to talk with readers. We'll be expanding our social media efforts over the coming year in some very cool ways.

4) Where do you see the truck market going over the next five to 10 years?

Levine: Like other vehicles, I see trucks getting much more fuel efficient in the next five to 10 years. I also see the return of "true" compact pickups instead of the mid-size trucks we have today. I think direct-injection gas engines will also start to play a larger role in heavy-duty pickups as emissions standards for diesels continue to get stricter and prices for those engines rise.

5) You've earned a reputation as a "truck celebrity", as far as auto journalists go. What does that mean to you?

Levine: I don't think I'm a "truck celebrity." I've just been writing about trucks for 15 years and want to make sure we answer every question and cover every topic like I'd want to see it covered if I was a reader.

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