Mag aims to exploit success of new Mini

Go Mini: goes live later this month

A motoring magazine for fans of the new Mini is to launch at the end of this month.

Go Mini is the latest launch from Gloucester-based A&S Publishing, the company responsible for Retro Cars.

The 116-page bimonthly aims to reflect the lifestyles of mini drivers and will feature news, events, gadgets and road tests.

A&S Publishing already publishes Mini Magazine for fans of the original car but group editor Gerard Hughes said owners of the new Mini wanted their own magazine.

“They want their own scene. There are already some very active web communities. The car has had good coverage in the mainstream media but what we are going to give them is a concentrated hit,” he told Press Gazette.

“Everyone knows what a success it has been. It is not just a car people use to get them from A to B – they absolutely love it and we recognised the need for a title.”

Hughes said the three-month waiting list to purchase the new Mini showed that demand continued to outstrip supply. BMW is believed to have sold over 100,000 new Minis since it launched two years ago with an estimated quarter of a million new Minis sold worldwide – making it the fastest-selling BMW ever.

The first issue will go behind the scenes of the remake of the film classic The Italian Job, which was released earlier this year, which features the new Mini. It also contains an interview with Sunday Times columnist, Top Gear presenter and car pundit Jeremy Clarkson and a feature on the car’s triumph in California.

Although 40 per cent of sales are in the UK, Hughes said it has been a big success in the US. He said the editorial would also reflect the car’s values.

“People feel they are great value for money. They are very tactile cars. They have an enormous personality and are fun and entertaining,” he said.

“We have spent a lot of time making sure we have got quality photography and editorial and we want that to come across in the magazine.”

Chris Anderson, editor of sister title Total Car Audio, will edit both publications. Bonnie Coupland has moved across from Mini Magazine to be art editor and Richard Hammond is on board as staff writer.

Go Mini is due to launch throughout the UK on 27 November with a print run of 40,000 and cover price of £3.80.

A&S Publishing also produces Total BMW, Fast Ford, Total Vauxhall and Retro Cars.

By Ruth Addicott

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