Complete Car, a new monthly motoring magazine, hits the news-stands this week with an ambitious print run of 250,000. The motoring magazine market is already as congested as the M25 and publisher Perry Motorpress recognises this fact but believes there is a gap for a title that appeals to all drivers. In his preface John Blauth, editor in chief, says “Complete Car is something new in motoring magazines, geared to satisfying the reading needs of every car driver.” He says the magazine has only been launched following 2 years of extensive research into what readers want.
The first issue of the glossy perfect bound magazine is a bumper 164 pages. It is split into 6 clear sections covering all aspects of motoring. The first section is called This Month and is devoted to news, this is followed by Test and Technical which includes road tests and reviews. The third section is devoted to Special Features and includes an article on travelling around Britain in a Bentley in search of good food and drink. The magazine’s On The Road section includes tips and trends, an article on company car drivers and a review of mobile phones. The penultimate section Motorsport carries news from all areas of motor racing and rallying. Finally the back bumper carries letters, forthcoming features and a competition. Just to prove they have not forgotten anything Perry Motorpress has included a new and used car price guide in the shape of a stapled insert.
Complete Car is certainly good value at £1.95 and is also aesthetically pleasing with plenty of full colour photographs and clear reproduction. The 2 years of research appears to have paid off resulting in a professional launch with no obvious flaws. The publisher’s claim to appeal to all drivers is apparent in the wide ranging editorial, however, because of this it seems unlikely that a reader will read all the magazine instead picking out one or two sections. Approximately 25% of the first issue is taken up with advertising with advertisers including, Mobil, British Airways, BMW, Vauxhall, Citroen and Saab.
Perry Motorpress will have to lure readers away from existing titles as well as encourage non-motoring press readers that this is a title for them. The current leader in the monthly market is Motoring & Leisure, which has a circulation of 317,000 (Jan-Dec’93). BBC Top Gear, also a monthly, launched last September with a print run of 200,000+ and currently estimates sales between 140,000 and 145,000.
Perry Motopress: 071 229 7799
