The titles' owner, Exchange Enterprises, has hired direct shop Flourish and media agency All Response Media to handle the £4m account for exchangeandmart.co.uk.
Flourish, which was appointed to the account following a four-way pitch, will create online and email activity targeting car buyers. It will also handle outdoor, press and insert activity.
All Response Media will handle media planning and buying. The activity will run in national and regional media, including relevant magazines. The first campaign is planned for the end of September.
According to latest figures from Hitwise, the online data tracker, Exchange & Mart is the eighth-highest ranked automotive classified sites in the UK, in terms of total website hits. It has a 1.4% share of the market, which is dominated by Auto Trader UK (34%) and eBay Motors UK (29%).
The Exchange & Mart and Auto Exchange titles were bought by Exchange Enterprises, a subsidiary of Newsquest for £50m a year ago.
According to the latest ABC figures from January to June, the original print version of Exchange & Mart sells 36,376 copies, while Auto Exchange's circulation for the six-month period was 365,988.
Circulation casualties regroup, page 19.
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