Max Power, the magazine for boy racers, has developed its own
website in a partnership between Emap Automotive and Emap Digital.
MaxPower.co.uk aims to extend the brand’s life cycle by tapping into
lapsed readers in their 20s.
The site, designed by Grey Interactive UK, launched on 13 July and
features original content aimed at car enthusiasts aged 15 to 25.
Like the magazine, the website is light-hearted, with half-naked babes
competing with performance cars for the viewers’ attention.
Lifestyle advertising is being sold by the digital team at Emap
Advertising, which is headed by Dave King.
Core car advertising, sponsorships and e-commerce are being sold by a
three-person team at Emap Automotive in Peterborough, headed by
commercial manager Joe Austin.
Individual users can be targeted directly through an e-mail service on
E-mails from the site to users will carry a 30-word advertising message
from sponsors, as well as a hyperlink into the sponsor’s own site.
Advertisers include the Daily Star’s MegaStar site and Motor World,
e-commerce partners include Black Star and Boxman. The sales team is
targeting potential clients such as Goodyear and Durex.