Fill up with new readers in style
Media marketing The Automobil Revue has been given a new look. A campaign is intended to bind the trade journal more strongly to its readership again.
Media marketing The Automobil Revue has been given a new look. A campaign aims to bring the magazine closer to its readers.
bind readership.
Consumers' continuing reluctance to buy is not only slowing down the Swiss car market, it seems to be accelerating even in reverse gear. After sales in 2002 were already below the 1998 level, an even lower dip in new car registrations is on the cards for the end of the year. It is pleasing to note that the readership figures for Automobil Revue (AR) have not developed in parallel over the same period - with the exception of the slump in 2001. And this despite frictional losses following last year's takeover by Espace Media Groupe. Garage optimistsA direct link between the sales of new cars and their figures cannot be established, says AR publishing director Roselien Huisman and specifies "at least not in the short term". In 2003, circulation and reach increased significantly and the volume of business advertisements was absorbed. "But this could change if the bad trend continues." However, she has no reason to worry at present, as all signs point to a recovery in the automotive market next year. She refers to
Roselien Huisman on the optimistic mood at the automotive industry meeting last week.
The publishing group has also repositioned its automotive titles in view of the recovery. "We have a very competent editorial team - even by European standards - with excellent contacts in the industry. With our weekly publication rhythm, this means that we have many primeurs," says the publishing director, praising the USPs of AR, which stands out from the "very strong German" competition as an up-to-date, competent, opinion-forming and, above all, Swiss magazine.
Pressure on the advertising acceleratorWith improved reader guidance, a new structure, more generous articles, driving tests and photo galleries as well as the Occasions-Bund, the leader among Swiss automobile newspapers (246,000 readers according to Mach 2003) wants to hold on to its top-of-mind position. In order to convey the independence of the title and attract new, young subscribers, the publisher is stepping on the gas pedal again after a phase of consolidation with little communication. Camponovo & Partner was engaged for the campaign. In its implementation for various advertising media, the Bern-based agency presents the AR in a multi-faceted and stylish way between word pairs that allude to the differentiating features of the paper.
The co-driver doesn't let go of the AR either.
bind readership.
Consumers' continuing reluctance to buy is not only slowing down the Swiss car market, it seems to be accelerating even in reverse gear. After sales in 2002 were already below the 1998 level, an even lower dip in new car registrations is on the cards for the end of the year. It is pleasing to note that the readership figures for Automobil Revue (AR) have not developed in parallel over the same period - with the exception of the slump in 2001. And this despite frictional losses following last year's takeover by Espace Media Groupe. Garage optimistsA direct link between the sales of new cars and their figures cannot be established, says AR publishing director Roselien Huisman and specifies "at least not in the short term". In 2003, circulation and reach increased significantly and the volume of business advertisements was absorbed. "But this could change if the bad trend continues." However, she has no reason to worry at present, as all signs point to a recovery in the automotive market next year. She refers to
Roselien Huisman on the optimistic mood at the automotive industry meeting last week.
The publishing group has also repositioned its automotive titles in view of the recovery. "We have a very competent editorial team - even by European standards - with excellent contacts in the industry. With our weekly publication rhythm, this means that we have many primeurs," says the publishing director, praising the USPs of AR, which stands out from the "very strong German" competition as an up-to-date, competent, opinion-forming and, above all, Swiss magazine.
Pressure on the advertising acceleratorWith improved reader guidance, a new structure, more generous articles, driving tests and photo galleries as well as the Occasions-Bund, the leader among Swiss automobile newspapers (246,000 readers according to Mach 2003) wants to hold on to its top-of-mind position. In order to convey the independence of the title and attract new, young subscribers, the publisher is stepping on the gas pedal again after a phase of consolidation with little communication. Camponovo & Partner was engaged for the campaign. In its implementation for various advertising media, the Bern-based agency presents the AR in a multi-faceted and stylish way between word pairs that allude to the differentiating features of the paper.
The co-driver doesn't let go of the AR either.
Luca Aloisi
