Haymarket has added another customer magazine to its motor-racing
portfolio, winning the contract to produce a title about the Jaguar
Formula 1 team.
Jaguar Racing is unusual in that it will be produced by Haymarket for
Jaguar but will be sold on newsstands, rather than being given away to
The 84-page glossy magazine will be edited by Derek Harbinson, a former
editor of Loaded, and will be produced six times a year. The first issue
is to be given away with Haymarket’s F1 Racing and have an initial print
run of 500,000. Subsequent issues will have a 100,000 print run and a
cover price of pounds 3.
Publisher Michelle Palmer said the magazine was being published, ’as a
public relations exercise, to make people more aware of what Jaguar is
doing in Formula 1. The company wants to target a thirtysomething reader
and use the magazine to reposition the brand.’
Although the first issue will consist entirely of editorial, subsequent
issues will have ten pages of advertising. According to Palmer, this is
likely to come from the team’s sponsors and other brands with aligned
values. These include Beck’s, HSBC, MCI Worldcom, DHL, Texaco and
Haymarket is also hoping to attract lifestyle advertisers if the
pagination is increased in the future.
Advertising for Jaguar Racing will be sold by Palmer and F1 Racing’s
commercial manager Tim Bulley.