The company has historically had very limited marketing/advertising.  The company actively manages search via Google (retread tire, etc) and does limited advertising in industry publications (JP magazine) and discount publications (Thrifty Nickel).  Because demand continues to outstrip production, minimal advertising is executed in busy season (Fall/Winter).  Because there is relatively little market awareness of both light truck retreads and TreadWright, the company feels that product reviews in truck/off-road publications are especially powerful.