EMAP Closes Carweek

EMAP has closed Carweek, its highest profile launch this decade, after just eighteen months. The publisher has admitted that it misjudged the market.

The magazine’s sales floundered from the start, not achieving the initial advertiser guarantee of 110,000. This was initially blamed on the title’s A3 format, which meant it could not be stacked alongside other car titles on newsagent’s shelves. It was relaunched in August as an A4 size, but sales did not improve as expected. Publisher’s statement of circulation on 1 June 1994 was 72,476.

The weekly car market is dominated by Auto Trader, with a Jan-Jun 1994 ABC of 416,482.