It's one of those things that just doesn't seem to make sense as an editor, but the magazine tends to sell more issues on the newsstand when we have a lifted truck on the cover. There seems to be two different sets of truck enthusiasts out there: the ones that go to shows religiously and for the most part drive lowered trucks, and the more mainstream truck owners that drive, or aspire to drive, a lifted truck. The difference is that the lowered truck fans buy the magazine, but are more likely to subscribe, while the lifted truck fans only buy the magazines that pique their interest.
The fact remains that we don't go out of our way to put lifted trucks on the cover. We go to enough shows and get enough reader mail to know that the heart of what we do should be focused on lowered features and tech, but whether the truck is lifted 16 inches or it's body-dropped, if it has the attention to detail in every aspect of the build that we've come to expect in a cover, we have no reservations with putting it on the cover. Why am I telling you this? Because we have a few lifted trucks that we've already photographed that will land on the cover, and we don't think you'll be disappointed, even though this month's cover feature lays frame. The same paint and interior work that looks good on a lifted truck translates to other makes, other models, and other suspension setups.