Research by Auto Trader, the UK’s number one motoring website and magazine, has shown the enduring attraction and benefits of advertising in print as well as online.
Although traditional print-based classified advertising is facing a number of challenges, illustrated by the recent announcement of the closure of Exchange & Mart magazine, Auto Trader’s research proves that advertising in the magazine, when combined with its strong web offering, is a vital part of driving response for advertisers and in providing choice and value for customers.
Evidence shows that advertising in Auto Trader magazine alongside www.autotrader.co.uk is more successful than just advertising online. An audit of dealers revealed that multimedia advertising delivers a higher volume of telephone calls per dealer than online only. The audit also revealed that click through rates for online adverts spike on the day of publication compared to the average daily rate.
There is ongoing investment in the print title, which continues to attract new readers. In the latest development to the brand, Auto Trader is combining the Western and South West titles from 20 February 2009 with the launch of a single new title, providing greater geographical reach at the same cost of advertising for current customers.
Auto Trader is currently the UK’s 40th most actively purchased magazine, putting it ahead of magazines such as Zoo, BBC Top Gear and Grazia. Currently, Auto Trader ranks in the top 10 for highest retail sales value* among actively purchased magazines. (*Source: ABC Jan-Dec 2007).
Despite the pressures that publishing has been under, Auto Trader expects to remain in its market leading position following the release of the 2008 ABC figures. Auto Trader magazine has proven to be the quickest way to sell a vehicle with an average 9.7 day advertising period before sale. It has a loyal audience, with 76% of readers agreeing that they will continue to use the magazine as they do now and 17% agreeing that they will probably use it more in the future*. (*Source: Auto Trader Survey, 2008).
When combined with the year on year growth of www.autotrader.co.uk, it is clear that the brand is continuing to show a healthy position, with a total audience increase of 13.9% year on year.
Matt Thompson, Marketing Director at Trader Media Group, comments: “We remain upbeat about our print offering. The launch of our new, combined Western and South West title offers the opportunity to search for more vehicles in a wider area, whilst maintaining a key local presence. We will continue to look at opportunities to strengthen the Auto Trader brand in order to ensure our national reach is protected.
“We are delighted with the growth of the brand in 2008, as we continue to reach more UK car buyers than any of our competitors and our magazine continues to be the best selling motoring product on the newsstand, remaining a significant route to market.
“We remain committed to investing further in developing an effective multi-media offering across online, magazine and mobile to provide an even more effective response for our advertisers in 2009.”
Auto Trader is the world of cars made easy – from new and used cars to insurance and finance, along with advice and solutions to help reduce the cost of motoring.
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Notes to Editor:
• Auto Trader is the UK’s no 1 motoring website and magazine, with over 10.3 million monthly unique users, who carry out over 93 million searches on new and used vehicles*. Auto Trader also publishes 13 regional magazines across the UK and the Republic of Ireland. The brand is building a competitive position across all effective channels including the online, magazine and mobile. (*Source: Auto Trader Audit, March 2008).
• Auto Trader is owned by Trader Media Group, which also publishes market-leading niche titles such as Top Marques, Bike Trader, Truck & Plant Trader, Ad Trader, Motorhome and Caravan Trader, Farmers Trader – all with the largest reach in their sectors, through web visitors and magazine readership.
• Trader Media Group publishes almost 70 titles every week with a combined circulation of 1.5 million and has leading websites for its top titles.
• Trader Media Group operates in the UK, Ireland, Italy and South Africa. The Group is looking to expand on its winning formula: giving trade customers the opportunity to choose all effective channels to market; building the service and relationship with dealers and manufacturers; and strengthening its portfolio of automotive and specialist classified titles.
• Trader Media Group is jointly owned by Guardian Media Group and Apax Partners
