It's not only in the big magazines. Over here in Belgium the Rio brand isn't known at all. I've never seen any add from Rio or their players in the local computer magazines. I've also never seen a Rio player in a store or on the product list of a Belgian internet shop.
I mean, this is an entire country (granted, a small one) that for some reason they decided to ignore. Please correct me if I'm wrong, but I don't think so. If Rio DOES sell their players over here, then the quantity must be so little that I've never noticed them.
Meanwhile, all those other players like Creative's or iRiver's are getting all the press.

Heck, If it weren't for this BBS, I wouldn't even know there was such a brand like Rio (or DNNA)