On July 1, 1912, Motorcyclist debuts as Pacific Motocycling. Cost: 5 cents per issue or 50 cents for a 1-year subscription. The mailing address is given as 317 E. 4th St., Los Angeles, California, but the personnel remain anonymous. "For the present, no names. A company has been formed and in due time the titles of the staff will be plainly hung on our handlebar," reads an editorial. Charles Fuller Gates serves as editor/publisher for the first issue, replaced by L.J. Berger for the second.