Bruce Davis is a veteran journalist and editor who spent 45 years shaping how the tire industry receives its news, data, and insights. As a founding staff member of Tire Business, he helped launch the publication in 1983, transforming it from an ambitious idea into one of the most trusted voices in the global tire market. Over the years, Bruce pioneered cornerstone features like the Global Tire Report, chronicled the industry’s evolution through import/export statistics and dealership rankings, and built a reputation for delivering business-focused journalism with credibility and depth. His career included 13 years in Germany as editor of the European Rubber Journal, where he gained a front-row seat to historic moments like the fall of the Berlin Wall, giving him a unique global perspective on the tire trade.

In this episode…

What does it take to turn a scrappy start-up into an industry institution? On this episode of Gain Traction, Mike Edge sits down with Bruce Davis to uncover the story behind Tire Business’s rise to prominence. Bruce shares how a chance phone call from a college friend led him into the world of trade journalism, how a sprained ankle almost delayed his entry into the field, and how just two years later he was handed the challenge of launching a bi-weekly publication for tire dealers. At 27 years old, Bruce rolled out the first issue, setting the stage for decades of tire industry insights that would influence manufacturers, distributors, and retailers worldwide.

Bruce recounts the origins of the Global Tire Report in 1985, including the painstaking process of gathering international data before the digital era—shipping research in steamer trunks, sending telexes, and forging relationships with manufacturers across borders. He explains why Tire Business has maintained the rigor of a business journal, why the print edition and annual stats book still matter in a digital-first world, and how their data remains a trusted benchmark for the industry. Bruce also opens up about his life outside the newsroom, from witnessing the Berlin Wall come down to his retirement plans focused on travel and genealogy.

If you’re curious about the history of the tire trade, the value of accurate industry data, or the mindset it takes to build a trusted media brand, this conversation is packed with perspective and personality.

Here’s a glimpse of what you’ll learn: 

[02:34] How Bruce landed his first job in the industry right after college

[04:51] The launch of Tire Business in 1983 and Bruce’s age at the time

[05:24] Bruce’s original career goal to work for a major national newspaper

[07:29] Meeting his future wife while working in Germany

[08:26] Living in Germany during the fall of the Berlin Wall and its tense atmosphere

[09:14] Bruce’s perspective on Reagan’s “Mr. Gorbachev, tear down this wall” speech

[11:19] Writing for both Tire Business and Rubber News simultaneously

[11:52] The origin story of the Global Tire Report

[16:16] Why Bruce believes everyone in the industry should subscribe to Tire Business

[22:22] The mantra that’s guided Bruce throughout his career

[23:24] Bruce’s favorite movies and the story behind them

[28:04] A Corvette road trip through Eastern Europe shortly after the Berlin Wall fell

Resources mentioned in this episode:

Tire Business https://www.tirebusiness.com/

Bruce Davis on LinkedIn https://www.linkedin.com/in/bruce-davis-aba02b21/

Tread Partners https://treadpartners.com/

Gain Traction Podcast https://gaintractionpodcast.com/

Mike Edge on LinkedIn https://www.linkedin.com/in/edgemike/

One last bow to industry legend Bruce Davis https://www.tirebusiness.com/opinion/one-last-bow-industry-legend-bruce-davis

Quotable Moments:

• “Never be satisfied. Even if it’s just 1% better, keep improving.”

• “The Global Tire Report became the benchmark the entire industry looks to.”

• “We treat the tire business like a business journal; factual, rigorous, and rooted in context.”

• “Sometimes history unfolds right outside your office window, like the Berlin Wall coming down.”

• “Print still matters when your audience values trusted, tangible information.”

Action Steps:

1. Maintain the rigor of a business journal, even in a niche industry.

2. Track and publish industry data consistently to become the go-to source.

3. Build credibility by connecting with all segments of your industry; manufacturers, distributors, and retailers.

4. Preserve historical context; it strengthens your authority over time.

5. Adapt to digital trends without abandoning the formats your audience still values.