Two million motorists in Scotland are being targeted by the launch of a new monthly car magazine
car mag follows a spate of activity in the motoring sector, which has seen an outbreak of staff poaching and re-vamps on the back of the major new launch from Dennis Publishing – Test Drive Monthly.
Thecarmag takes the format of a 100 page glossy and has identified a niche by claiming to be the first quality Scottish car magazine “written by Scots for Scots”. Dundee based motoring journalist Jim McGill is editor and has set up the privately-funded company McMedia Scotland from which the title will be published.
McGill claimed there was a need for Scotland to have its own car magazine as well as national titles. According to the Scottish Motor Trade Association, there are more than 2m Scottish motorists and the automotive industry in Scotland generates an annual turnover of £7bn.
He told Press Gazette the magazine will take a strong news line as well as covering consumer motoring, car reviews, industry news and motorsport from Scotland and abroad. The launch issue gained coverage in its own right for its story that 60 per cent of Scottish drivers ignore advice on using handheld mobile phones.
“There will always be a hardcore news line. We want to establish it as a car magazine that becomes a voice for car drivers in Scotland.
“I have felt for many years that there was a need for a Scottish voice alongside the numerous British publications.
That’s why, after carrying out detailed market research, we decided to launch Scotland’s own motoring magazine.”
The title has been produced by a core group of six freelances – Hugh Hunston, a contributor to The Herald, Daily Telegraph freelance Brian Laban and Alan Douglas of BBC Scotland.
McGill stressed there would be an emphasis on “top quality editorial, design and photography.” He has signed up a number of personalities from the world of motorsport.
Thecarmag will have a cover price of £2.95 and a print run of 25,000. A total of 18,000 copies will be sold via car dealership groups and the remainder will be sold on news-stands through John Menzies.
McMedia Scotland is hoping to widen the distribution further once the launch is underway.
By Ruth Addicott