14.05.03
Car-mad
kids get into Top Gear
Βι¶ΉΤΌΕΔ
Magazines is giving car-mad kids their own motoring magazine. Βι¶ΉΤΌΕΔ
Top Gear Turbo, aimed at boys aged from eight years old, launches
on 23 May, initially as a one-shot.
While
younger football fans have long enjoyed their own titles as they
grow up, there has never been a magazine aimed at junior car fans
and they have had to make do with adult motoring titles. Top Gear
research has shown that there is a significant market of younger,
mainly male, car enthusiasts.
The
core market for the title will be boys aged 8-12, although it is
also expected to appeal to older boys and is by no means being written
exclusively for a male audience. The 40-page magazine comes with
a specially bagged double-sided mega-poster and a range of sticker
sheets. The content will blend the recognised and popular personality
of both the main Βι¶ΉΤΌΕΔ Top Gear magazine and its TV counterpart with
individual features, insider-information and photographs of the
kind of cars that set the pulse racing in kids of any age! From
great-looking supercars and the world's leading designers to race-track
heroes and how new technology works, the pages of Top Gear Turbo
will be packed with the funniest, scariest, cleverest and most notorious
automotive tales.
"Initially
the magazine is a one-off, but if the marketplace responds as we
anticipate it will, Top Gear Turbo could become a regular title
very quickly," says Adam Waddell, Top Gear Publisher. "The
magazine will talk to the target audience on its own level, without
being patronising. Our research has proved that there is a significant
number of readers who currently buy an adult car magazine, simply
because there is no alternative. But what they really want is their
very own product."
In
store, TG Turbo - produced in association with Scalextric - will
be positioned with Top Gear, alongside other car magazines, and
is priced at Β£1.95. The launch date of 23rd May has been set
to coincide with the school half-term and the new series of the
TV programme.
Notes
to editors:
Βι¶ΉΤΌΕΔ Top Gear magazine is Britain's best-selling general motoring
monthly, with a circulation of 144,104 (ABC: Jul-Dec 2002). It is
published by Βι¶ΉΤΌΕΔ Magazines - a division of Βι¶ΉΤΌΕΔ Worldwide Ltd, the
commercial consumer arm of the Βι¶ΉΤΌΕΔ. Βι¶ΉΤΌΕΔ Worldwide does not use licence
fee income for its activities and re-invests in public service programming.
In 2001/2002 Βι¶ΉΤΌΕΔ Worldwide returned Β£106 million to the Βι¶ΉΤΌΕΔ.
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