Canadian Magazine Industry News
26 January 2010,     TORONTO
The Driver Magazine relaunches

The Driver Magazine hit newsstands this week as a comprehensively restructured and rebranded bimonthly publication.

“From top to bottom everything has changed,” says marketing director David Miller.
January issue of The Driver
January issue of The Driver

Free since its launch in 2003, the Toronto-based magazine now has a $5.99 cover price because publisher Sam Adewale felt the old business model was limiting, says Miller. “His goal is basically to be the leading authority for auto magazines in Canada,” he says.

Issues have been bumped from 40 to 64 glossy pages and the masthead has been overhauled with new people in editorial, graphics and marketing.
The magazine has widened its focus from Ontario to Canada, dropped several local advertisers and is working on attracting national auto industry ads.

Miller says it hopes to establish a 30 to 70 split between ads and editorial content. It currently has about 15 percent advertising.

The magazine’s total circulation stands at 13,000, Miller says. It plans for that number to rise to 50,000 by the end of 2010, and 100,000 by the year after.

Miller says the magazine plans to raise its circulation through a marketing strategy which includes hosting events and setting up promotions with retailers such as Indigo. It is considering enlisting the services of CDS Global to help manage, market and grow subscriptions.

— David Perri
Story Tools
Most Recent News Comment
Jaded says:
Wow, Torstar really seems to be on a mission to bankrupt one magazine after another....
Most Recent Blog Comment
Marty Seto says:
Make Sure you Enter the COPAs this year. We have a FREE Covid-19 News category that is free to enter...
Martin Seto Gadget Blog
Martin Seto
Most recent posts:
Scott Bullock Covers Sell
Scott Bullock
Most recent posts:
Industry Guest Blogger Words of Inspiration
Industry Guest Blogger
Most recent posts:
Dennis Kelly 57 Media Spikes
Dennis Kelly
Most recent posts:
Norm Lourenco RGD Magazine Media Brandaid
Norm Lourenco RGD
Most recent posts:
Richard Johnson Off the Page
Richard Johnson
Most recent posts:
Special Reports