Vroom, vroom... RSP and Media24 rev it up

Media24 Magazines has taken its first step into the motoring magazine market with the launch of Maxpower - a magazine for car conversion lovers who are passionate about performance.

According to publisher John Relihan, there is tremendous growth in the car conversion market world-wide. "In South Africa the same trend is emerging and the limited magazine offering in this category locally provides an excellent opportunity for a title like this."

Revving its engines in response, Ramsay, Son & Parker announced it is to launch a second Afrikaans publication before the end of the year. La't Wiel, a motoring magazine directed at Afrikaans motoring enthusiasts, will join the company's flagship title and well-established market leader, CAR, from September 2006.

The announcement comes only weeks after news that the company is to launch Wegbreek, a sister title to its flagship title, Getaway, and marks a move into a new growth area for the publishing house. This move was also in response to Media24's announcement of an English version of its travel magazine, Weg, to be called, go!. Weg is the name of which RS&P and Media24 tussled over last year, when RS&P went to court to force Media24 to change the original name, no surprises here... from Wegbreek!

Independent

The new motoring magazine from the RS&P stable will be independent in content and approach, according to the publisher of both titles, Stuart Lowe, who also announced the appointments of well-known motoring journalists Ferdi de Vos and François Rabie as editor and deputy editor of the new magazine.

"La't Wiel will be an energetic, innovative motoring magazine with a strong identity of its own," explained Lowe. "The La't Wiel team will combine the invaluable experience represented by CAR with its own views of the latest vehicle models, lifestyle and outdoor adventure, to create an irresistible package filled with useful consumer advice."

He confirmed that Ramsay, Son & Parker recently acquired the Afrikaans motoring magazine, Wiel. "In the process we gained their loyal subscriber base together with their advertising contracts and marketing rights. Our new magazine is in no way a retreaded Wiel, however. The editorial package of La't Wiel will be built from the bottom up as a fresh and innovative offering for Afrikaans motoring readers."

Commented RS&P managing director, Harold Eedes, "We are excited about entering the Afrikaans market with the launch of Wegbreek in July and now La't Wiel, scheduled for September. We know that about half of CAR magazine's 880 000-strong readership is Afrikaans-speaking and we see an increasing preference among these readers for specialist publications in their first language.

"We are encouraged by the rapid growth of an emerging middle class and rocketing car sales and believe there is enormous scope for developing the motoring magazine market."

Caxton

La't Wiel is to be printed and distributed by Caxton, which recently acquired a 30% interest in RS&P - another indication that RS&P is serious about meeting Media24's challenge head on.

Media24's Johan Relihan said Maxpower will be published under licence from E-map in the UK with whom Media24 has a longstanding relationship. "E-map has well-respected titles across the world and is renowned for having the best international automotive content which will be available to us for the local magazine." Currently Maxpower in the UK enjoys a 43% market share. Its current ABC is 118 660 (July - December 2005).

Editorial director Pierre Steyn says the magazine is targeting young men who are mad about their cars - how fast they can go, how unique they look and how fabulous they sound. "Our readers are young guys with high levels of disposable income (no mortgage, no wife and no kids) who spend their time and money on styling their rides and fine tuning its performance. Maxpower sells them the dream of fast cars, beautiful women and having fun."

"In keeping with international trends, the copy is short and the layout sharp with many access points into a story. The tone and style is witty and irreverent with lots of hands-on practical advice for this DIY conversion crowd."

According to Steyn, Maxpower is a global brand which will give its readers access to the best news on modified cars and trends on the planet. "We'll be able to use the best content from our British and other global partners."

Steyn sums up Maxpower's mission - to be the first choice magazine for not only all car conversion lovers, but all readers that can't resist a damn good read.

The first edition of Maxpower will be on sale from 24 July. The cover price will be R25.95 and the print run 54 000.