AUTO TRADER ANNOUNCES RECORD BRAND REACH
March 5th, 2008Auto Trader, the UK’s no 1 motoring website and magazine, has achieved all time record brand reach at the start of this year, reaching a combined audience of nearly 10 million motorists* in January 2008. (*Source: Combined ABC/Auto Trader Internal Audit, February 2008).
In January 2008, Auto Trader’s website, www.autotrader.co.uk, enjoyed over 8.5 million unique users*, who carried out over 77 million searches on new and used vehicles. This record growth in monthly average unique users is a 25% year on year increase and a 38% month on month increase*. (*Source: Auto Trader Audit, January 2008).
Auto Trader’s website has enjoyed huge growth and the circulation of the Auto Trader magazine has held up well, out performing the rest of the sector. Auto Trader has 13 regional editions and a total circulation of 251,252*, down just 9.6% on 2006, which is significantly lower than the overall sector, which has declined in copy sales by an average of 17.4%. Auto Trader’s total readership is 1.4 million**. (*Source: ABC, Jan-Dec 2007) (**Source: NRS, Feb 2007).
When combined with the year on year growth of Auto Trader online (25%), it is clear that the brand is continuing to show a healthy growth, with a total audience increase of 6% year on year.
Now in the top 50 most visited sites in the UK, Auto Trader is a route to market for one quarter of the UK online adult population, who each spends an average of 15 minutes on the site per visit*. (*Source: Comscore November 2007).
Auto Trader is 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 6th for the highest retail sales value** generated among actively purchased magazines. (**Source: ABC Jan-Dec 2007).
Matt Thompson, Marketing Director at Trader Media Group comments: “We are delighted with the growth of the Auto Trader brand which is the market leader, reaching more UK motorists than any of our competitors. We are seeing huge growth through our digital channels as motorists increasingly use the Internet to buy and sell cars, while the Auto Trader magazine continues to be the best selling motoring product on the news stand.
“The magazine remains a significant route to market for us and with our continued investment in the title, we will continue to attract new readers. The common view is that traditional classified advertising is in a structural decline. We are proof that although there are significant challenges from the web, our magazine still remains an important channel for the brand and our partners.
“Inevitably, we will continue to see some migration from print to the net and we are well placed to take advantage of this. We are investing heavily, through innovative multi-channel marketing, to attract new users to both the magazine and the website which will ensure the brand continues to go from strength to strength.
“We are well placed as we launch our new ‘World of Motoring’ campaign. The success our brand has achieved, as a multi-channel offering, to date gives us even more confidence that our ambition to be the expert guide to the world of motoring is very achievable.”
Auto Trader has positioned itself as the channel of choice for buying and selling a new and used vehicle, built on the combination of local targeting and comprehensive national coverage and can be accessed via its magazine, website and WAP media.
- Ends -
Notes to Editor:
• With 13 regional Auto Trader magazines across the UK and the Republic of Ireland, and an expanding online presence through AutoTrader.co.uk, the brand is building a competitive position across all effective channels including print, the web and WAP.
• 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, Auto Freeway – all with the largest reach in their sectors, through magazine readership and web visitors.
• 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, a division of Guardian Media Group, employs over 3,900 people across 40 locations in the UK, Ireland, Holland, Italy and South Africa. The Group is looking to expand on its winning formula: developing a one-stop-shop for motorists; 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, with GMG as the majority shareholder.
For further information, please contact:
Karen Hughes/Caroline Burnell
The Drum Consultancy
Tel: 020 7025 8044
Fax: 020 7025 8100
Email: karenh@drumbeat.co.uk
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