G&J and Haymarket pilot car title

Gruner & Jahr and Haymarket Consumer Publishing have formed a joint venture to produce a pilot women’s motoring magazine, which has been codenamed Project Daisy.

Gruner & Jahr and Haymarket Consumer Publishing have formed a joint

venture to produce a pilot women’s motoring magazine, which has been

codenamed Project Daisy.



The magazine will be overseen by Haymarket’s What Car? group editor,

Mark Payton, and Julia Goodwin, associate editor for the Prima specials

at G&J. It will have a target circulation of 100,000 and if the August

pilot issue proves successful, it will be published more regularly.



Jessica Burley, G&J’s group advertisement director, said: ’We wanted to

create a magazine which gives the quality of information of What Car?

but is written in a style which is less alienating and would answer

women’s questions more directly.’



The magazine will be glossy and will be positioned alongside women’s

monthly titles. Burley said it would be more upmarket than Prima;

similar in style to specials like Prima Baby and Prima Let’s Cook.



The title will be the first joint venture publication for both G&J and

Haymarket.



Simon Daukes, managing director of Haymarket Motoring Publications,

said: ’We are each bringing something to the party the other doesn’t

have, and therefore have no clash of interest in it.



We’ve been looking to spread What Car?’s wings into all sorts of areas,

and women’s motoring is one which manufacturers have increasingly asked

us to look at.’



Both G&J and Haymarket will promote the women’s motoring title through

their own magazines.



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