Haymarket’s Jaguar customer title to be sold on newsstands

Haymarket has added another customer magazine to its motor-racing portfolio, winning the contract to produce a title about the Jaguar Formula 1 team.

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

Jaguar owners.



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

Hewlett Packard.



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.



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