Automobil shifts gear, drives to new publisher

Automobil, the Retail Motor Industry’s magazine, has found a new home with RamsayMedia.

Neal Farrell, publisher of RamsayMedia’s Custom Publishing division, says the five-year contract kicks off in July 2011 with a redesigned magazine and the launch of a new website and webletter.

Wynter Murdoch is the current editor. The question is, will he be staying on? “At this stage I’m unable to comment other than to say we think Wynter would be an asset to any media business,” said Farrell.

Farrell says they will be increasing the print run from 8 500 to 10 000 copies. “We’re looking to expand the reach of the publication within the member base by sending key member companies more issues to ensure we reach the key execs. In addition we will be expanding on our complimentary mailing list, outside of the member base, to ensure we have a greater penetration into the motor industry at large e.g. Motor financiers, insurers, government etc,” Farrell explained.

The company said in a press release that the pitch was won on “global reach and increased consumer awareness as a result of the multiplatform solution the company brings to the table”.

Farrell unpacked the idea for TheMediaOnline. “The multiplatform solution will see us going beyond the magazine and on to the web with daily news, jobs, a who’s who, a press room, etc. In addition we’ll be launching two email-based products in the form of a monthly webletter rich in news content and a monthly promotional mailer in which members can announce their products and/or services to other members.

“And then there is the monthly digital magazine that won’t be an exact replica of the print edition but rather a shorter, punchier rich media edition. We see the digital issue as being our International vehicle, where we intend to distribute it to relevant and appropriate organisations globally. “

He added, “Given that the cost of distribution is almost nil when compared to the print edition, reaching an international audience is relatively easy. Through our consumer publishing division we have access to over three million readers across the platforms of print, web, email and eventing and therein lies an opportunity to spread the message of the RMI and increase consumers awareness.”

The 64-page magazine is being printed 200-gram gloss cover with a 90 gram Gloss Art pages inside. It will be PUR bound.

RamsayMedia has negotiated an unusual profit share deal with RMI. “We’ve gone 100% on risk with Automobil and there are no fees. In addition we agreed to share any profit that we generate with our client,” said Farrell.

RMI CEO Jeff Osborne said, “For the first time ever, we are entering into a profit-sharing agreement, which will strengthen and benefit the RMI, while RamsayMedia’s connection with consumers will help us increase our brand awareness and educate people on best practices,” he said.

The new design envisaged for Automobil will give it a more consistent brand identity, with easily identifiable pillars – news, labour, eco, people, products and technology. Several new editorial elements are to be introduced, such as a tech column by CAR’s technical editor, Jake Venter, a focus on careers in the automotive industry, green pages and columns inviting reader interaction.