Guide to the ABC's - Top Gear maintains lead position as publishers adapt to changing tastes

BBC Top Gear and Evo were the only titles that managed to avoid decline at the top of the motoring magazines' sector, as car buying and modification titles continued to suffer.

While BBC Top Gear magazine was up 4.3% on the period and 9.6% year on year, Emap's Car slipped down 17.5% year on year, while sister title Maxpower plunged 22.3% on the period and a whopping 40.4% year on year.

Emap Automotive's publishing director Mark Frost said: "While Maxpower will remain true to its roots, we have to acknowledge that its audience has changed radically.

"They consume media differently, and the internet plays a huge part in their lives. We have opted for a long-term strategy of developing Maxpower as a multi-platform brand, rather than attempting to maintain circulation through gifting."

Maxpower.co.uk now has 174,000 unique users according to webtrends, and set up a personalised version, MyMax.

The title is scheduled to launch in South Africa in September.

James Burnay, publisher at Dennis Motoring, said he was pleased sales of Evo were up by 1.7% in the past year. He said moves to adapt to changing habits included putting breaking news on to the Auto Express website and clips of cars in action on the Evo website. "New car sales have been a bit depressed, so it has been a tough market," he said.

Emap's Car magazine, down by 16.2% in the period, has recently undergone a relaunch as a photograph-led, square-format magazine.

Future is to relaunch Fast Car - which plummeted in these ABCs by 31.5% year on year - with an accompanying website. Haymarket's What Car? magazine, which relaunched in June, was down 4.7%.

Adam Wadell, publishing director of BBC Top Gear, said: "We feel we have broken out of the niche of motoring magazines and now operate in a much broader marketplace."

Topics

Market Reports

Get unprecedented new-business intelligence with access to ±±¾©Èü³µpk10’s new Market Reports.

Find out more

Enjoying ±±¾©Èü³µpk10’s content?

 Get unlimited access to ±±¾©Èü³µpk10’s premium content for your whole company with a corporate licence.

Upgrade access

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an alert now

Partner content